Mobile marketing a jeho aplikace v rámci mhd se zaměřením na specifikaci a postoje cílových skupin
Public Transport and Application of Mobile Marketing According to Target Segments’ Attitude

Summary/Abstract: This article is focused on one of the tools of target marketing communication, Mobile marketing. This article evaluates a particular application of Mobile marketing – buying the public transport tickets (SMS and data ticket) – and finds out the conditions for usage of these services by owners of mobile telephones. The data for this article were collected by the questionnaire research in 2009 in České Budějovice. The number of respondents was 476. The result of the research is that consumers would like to use these services if the ticket is cheaper, or if they file into the price competition. The biggest problem for the consumers is the application which they have to download from the internet to their mobile phones to use the data ticket service.

• Details
• Contents