The Evolution of Marketing Strategies: from Internet Marketing to M-Marketing

The paper describes the evolution of marketing strategies from the advent of the Web (Internet Marketing) through the advent of Social Networks (Marketing 2.0) to the evolution of Mobile Social Networks (M-marketing). Moreover the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally a short discussion on viral marketing trend is given.