Jennifer Blechar Ioanna D. Constantiou Jan Damsgaard The Role of Marketing in the Adoption of New Mobile Services: Is it Worth the Investment?. 370-376 2005 conf/icmb/2005 ICMB http://doi.ieeecomputersociety.org/10.1109/ICMB.2005.104 db/conf/icmb/icmb2005.html#BlecharCD05