Návrh komunikačního mixu kulturní organizace

Abstract

A thesis deals with internal and external marketing communications of cultural organization with mostly local activities. The market of arts marketing is specific for its usage of marketing mix and a cultural organization has to recognize a right combination of its elements to succeed and fulfil the customers´ demands. Part of thesis focuses on marketing research using a questionnaire and focus group and its results serve for designs to optimize the organization´s communication mix using some recent trends of marketing communications.