03611ntm a22006137a 4500 000265825 CZ-PrVSE 20150610065311.0 m d cr n|||||||||| 150610s2013 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Keskin, Kaan ISIS:95105 dis Innovative Marketing Trends as a Response to the Changing Consumers eng Innovative Marketing Trends as a Response to the Changing Consumers [elektronický zdroj] / Kaan Keskin 2013 ?? s. : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2015 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2015 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. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas 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 Král, Petr, 1979- pna2010582238 ths Tisovski, Marija ISIS:76341 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 https://isis.vse.cz/zp/40307/podrobnosti VŠKP v InSIS https://isis.vse.cz/zp/40307 Hlavní práce https://isis.vse.cz/zp/40307/posudek/vedouci Hodnocení vedoucího https://isis.vse.cz/zp/40307/posudek/oponent/40411 Oponentura https://isis.vse.cz/zp/40307/podrobnosti dc:identifier NEPOSILAT VSKP vse40307 150605 40307