Abstract:

The paper deals with innovations in marketing in the Czech Republic, that is a member of all political and economic integration groups in Europe. Current marketing innovations are based on linking the cyber world with the world of physical reality. However, it is not entirely clear how are these rapidly changing innovations perceived by customers. Therefore, the main objective of this research was defined, namely: to identify the marketing innovations that customers currently perceive in the B2C market. Using a qualitative research and final synthesis, a total of thirteen attributes has been identified. These attributes were subsequently described and classified according to the marketing mix. The identified attributes were used in follow-up quantitative research to define importance and variance in the evaluation of individual attributes. Finally the results were tested according to the existence of statistically significant differences in responses. Differences were identified only in the group of respondents with different education. The paper presents the ways of applying innovative marketing from customers´point of view. The results can be used as a base for further research and also to create marketing campaigns in practice.