Porovnání marketingového mixu mobilních operačních systémů

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dc.contributor.authorJánská, Michaela
dc.contributor.authorIgari, Michaela
dc.date.accessioned2016-01-14T05:50:34Z
dc.date.available2016-01-14T05:50:34Z
dc.date.issued2015
dc.description.abstract-translatedWith 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.en
dc.format10 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationTrendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2015, č. 3, s. 44-53.cs
dc.identifier.issn1805-0603
dc.identifier.urihttp://www.fek.zcu.cz/tvp/doc/2015-3.pdf
dc.identifier.urihttp://hdl.handle.net/11025/17348
dc.language.isocscs
dc.publisherZápadočeská univerzita v Plznics
dc.relation.ispartofseriesTrendy v podnikánícs
dc.rights© Západočeská univerzita v Plznics
dc.rights.accessopenAccessen
dc.subjectmobilní operační systémycs
dc.subjectmarketingový mixcs
dc.subjectAndroidcs
dc.subjectiOScs
dc.subjectbenchmarkingcs
dc.subject.translatedmobile operating systemsen
dc.subject.translatedmarketing mixen
dc.subject.translatedAndroiden
dc.subject.translatediOSen
dc.subject.translatedbenchmarkingen
dc.titlePorovnání marketingového mixu mobilních operačních systémůcs
dc.title.alternativeThe comparison of marketing mix of mobile operating systemsen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

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Číslo 3 (2015)
Číslo 3 (2015)