Inovace marketingové strategie pro vybraný startup

This diploma theses aims to design an innovative sustainable marketing strategy for a chosen startup, which will support the growth of the company. The work perceives customer satisfaction as a basic prerequisite for sustainable growth and effective acquisition of new clients. The research examines the difference between the expected and perceived quality of services provided to company’s clients using GAP analysis. To further examine customer satisfaction and loyalty, it also uses NPS methodology, which it integrates into long-term customer relationship management. From the performance marketing point of view, the thesis analyzes the effectiveness of various tools of the communication mix and the use of alternative acquisition tools such as references or affiliate marketing. The work also emphasizes the need to the use data analyzing methods and tools in a company. It names performance indicators that need to be monitored to create a profitable marketing strategy while suggesting methods how to measure them.