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2020 | z. 144 | 373--381
Tytuł artykułu

Marketing Strategies in Mobile App Development

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Purpose: The article attempts to show that the effective marketing is a key condition for achieving large profits in mobile app development. Design/methodology/approach: Promising IT projects can, very often, end in a disaster if people do not choose the right strategy of sales. There are many promotional activities available as well. This study investigates different types of business models that are currently used in the marketing of mobile applications. Findings: Different types of business models will be compared with their effectiveness and popularity. In addition, the advantages and disadvantages of different strategies will be reviewed. Moreover, aspects, which influence the final revenue from the application, will also be shown. Originality/value: The entire discussion and the selection of the best strategy will be summarized. (original abstract)
Opis fizyczny
  • Wroclaw University of Science and Technology
  • Wroclaw University of Science and Technology
  • Wroclaw University of Science and Technology
  • Wroclaw University of Science and Technology
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  • 2. App Revenues. Available online, 05.02.2019.
  • 3. Apple Developers. Available online models, 05.02.2019.
  • 4. Mooij de, M. (2019). Global Marketing & Advertising. Understanding Cultural Paradoxes. London: SAGE Publications Ltd.
  • 5. Top Apps in Q1 2017. Available online, 05.02.2019.
  • 6. Top Grossing Mobile Gaming Apps. Available online 263988/top-grossing-mobile-ios-gaming-apps-ranked-by-daily-revenue/, 05.02.2019.
  • 7. Vaynerchuk, G. (2019). Mobile App Revenue. Available online https://www. /resources/pdf/mobile-app-revenue.pdf , 05.02.2019.
  • 8. Winter, J., Battisi, S., Burstorm, T., Luukkainen, S. (2018). Exploring the Success Factors of Mobile Business Ecosystems. International Journal of Innovation and Technology Management, 15, 1850026.
  • 9. Worldwide Mobile App Revenue. Available online 269025/worldwide-mobile-app-revenue-forecast, 05.02.2019.
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