Title: Porovnání marketingového mixu mobilních operačních systémů
Other Titles: The comparison of marketing mix of mobile operating systems
Authors: Jánská, Michaela
Igari, Michaela
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2015, č. 3, s. 44-53.
Issue Date: 2015
Publisher: Západočeská univerzita v Plzni
Document type: článek
URI: http://www.fek.zcu.cz/tvp/doc/2015-3.pdf
ISSN: 1805-0603
Keywords: mobilní operační systémy;marketingový mix;Android;iOS;benchmarking
Keywords in different language: mobile operating systems;marketing mix;Android;iOS;benchmarking
Abstract in different language: With the advent of new technologies, mobile apps gain popularity. During their creation, it is important to bear in mind the behaviour of the competition and the return on investments. The article aims at comparing the marketing mix of Android and iOS mob ile operating systems. The established objective will be implemented on the basis of a marketing mix analysis of both operating systems based on publicly accessible information and a survey research. To fulfil the goal, a research objective of the work is established as follows: ”Which weak points within the individual components of a marketing mix do specific mobile operating systems dispose?” The gained information from the given sources represent the recourse for the application of the marketing mix benc hmarking of the chosen platforms. The priority during the evaluation of the marketing mix components is the creation of research criteria which are assigned importance weight on the basis of the subjectivity of the evaluators. The benchmarking results show that generally there is no significant difference among the components of the marketing mix of both operating systems. However, the individual operating systems do have weak points within the individual criteria for each marketing mix. The article include s a proposal for a discussion concerning the changes of the weak points of the given components of the marketing mix of both mobile operating systems.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 3 (2015)
Číslo 3 (2015)

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