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Marketing mix of mobile applications
 Hevesiová, Tamara ; Pešek, Ondřej (advisor) ; Procházková, Markéta (referee)
This bachelor thesis is focused on mobile applications and their marketing mix. Its goal is to evaluate the possibilities in the use of marketing tools of mobile applications and therefore provide a base to developers for creating a marketing mix of their applications. The theoretical part introduces mobile applications and their tactical tools. The following practical part studies and compares the specifics of the concrete marketing tools from the point of view of users, their opinions and preferences gained from data collected in questionnaire. In addition, it analyses information about the occurrence of specific features of apps in Google Play and Apple App Store gathered from a large number of apps from web pages of these app stores. The practical part also compares the cooperation of app developers with app stores Google Play, Apple App Store and Windows Store in distribution of apps thanks to available information about the conditions of cooperation from their web sites. The thesis is enriched by the information from the TV-program Applikace about the effectiveness of such kind of app propagation. The conclusion of this thesis includes the evaluation of marketing tools of mobile applications and a recommendation for app developers.
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