From Usability to Marketing

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

From Physical Marketing to Web Marketing: The Web-Marketing Mix

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

From Usability to Actability

In the traditional ISD field several methods have been proposed. According to Lif (1998) these ISD methods offer little or no support for usability factors. The ISD methods traditionally focus on how to structure data and how to describe business flows or business processes. They seldom deal with how users should interact with an IS in a business, or how interfaces should be designed in order t...

Lessons from Real-Life Usability Engineering in Hospital: From Software Usability to Total Workplace Usability

In this paper the authors report about their experiences gained and the lessons learned during real-life usability engineering efforts within selected applications of openMEDOCS, which is a large Hospital Information System (HIS) in use at Graz University Hospital, one of the largest in Europe. OpenMEDOCS is a functional combination of several SAP based products including IS-H (patient administ...

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing