Innovative Marketing Trends as a Response to the Changing Consumers

Autor práce: Keskin, Kaan
Typ práce: Diplomová práce
Vedoucí práce: Král, Petr
Osoba oponující práci: Tisovski, Marija

Informace o vysokoškolské kvalifikační práci

Název práce: Innovative Marketing Trends as a Response to the Changing Consumers
Typ práce: Master thesis
Jazyk práce: English
Abstrakt: In recent years, innovation and the subsequent technological advancements have gained significance in shaping consumer behavior to a disruptive extent. Especially with the advancements in mobile technology, consumer behaviors shifted towards an elevated expectation of mobility and increased interactivity. Marketers who seek a better degree of access to the consumer market and provide customer satisfaction needed to adopt new tools and methods in communication, which would align with their target groups more effectively. Mobile marketing emerged as an innovative technique that is based on and driven by this change in consumer behavior; therefore it is necessary to evaluate the effectiveness of its approach and implementation. In this light, this research paper employs a quantitative approach based on the results' analysis of an online survey conducted by the Author of the thesis, aimed at testing whether there is a strong correlation between mobile marketing efforts and customer satisfaction. Consequently, one can conclude that the same mobile devices that serve as convenience for consumers, serve as an effective channel of communication for marketers, whereas with an integrated approach where other components of the marketing mix support mobile content, the likeliness of attaining consumer satisfaction is higher.
Klíčová slova: The mobile web; WAP; HTML; Mobile Marketing Association; Mobile marketing; Consumer behaviour; Mobile Applications; Mobile marketing campaigns; 2G/3G/4G; MMS; SMS; Customer satisfaction; Mobile marketing strategy

Informace o studiu

Studijní program a Studijní obor: Ekonomika a management/International Business - Central European Business Realities
Typ studijního programu: Magisterský navazující studijní program
Jméno přidělované hodnosti: Ing.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of International Relations
Název katedry: Department of International Trade
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 13. 11. 2012
Datum podání práce: 15. 5. 2013
Datum obhajoby: 04.06.2015
Výsledek obhajoby: Závěrečná práce byla úspěšně obhájena

Soubory ke stažení

Hlavní práce40307_xkesk00.pdf [2,77 MB]
Veřejná příloha10783_xkesk00.pdf [162,93 kB]
Oponentura40411_qtism51.pdf [62,95 kB]
Hodnocení vedoucího40307_kralp.pdf [63,57 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/40307/podrobnosti