Mobile applications as a marketing tool

This Bachelor's Thesis deals with mobile applications for smartphones and their use in marketing. The goal of the Thesis is to provide specific recommendations for use of mobile applications within the corporate marketing mix, based on an analysis of creation, usage and position of mobile applications as a marketing tool. The terms necessary to understand the subject are defined and described in the first part of the Thesis -- deciding on application development, the development itself, application support and its integration into corporate marketing. The second part consists of analysis of four different mobile applications. This analysis is based on semi-structured interviews with representatives of companies, combined with publicly available information gained from literature, Internet articles, analytic tools and social networks. The result of the Thesis is evaluation of application analysis and following recommendations for using mobile applications in marketing.