Effective use of modern technologies in marketing – focused on Česká pojišťovna mobile application

Mobile marketing. History of mobile cellphones. The smartphone market and its development. Smartphone users` behavior. Mobile application for smartphone. Measurement of success of mobile applications. Czech insurance market. Marketing of insurance companies. Mobile marketing possibilities for insurance companies. Reasons for introduction of mobile application by Česká pojišťovna insurance company. Creation and evaluation of mobile application Pojišťovna