Návrh marketingového mixu multižánrového festivalu

Abstract

This bachelor thesis focuses on Marketing Mix Design of Multi-Genre Festival. The final aim of this work is to analyze marketing mix of the multi - genre festival „Hviezdne noci Bytča“ and propose efficiency improvement of each parts of marketing mix. In the theoretical part is description of each tools from marketing mix and also characteristic of the festival. The practical part focuses on the methodology of data collection, analysis of current marketing mix of multi-genre festival „Hviezdne noci“, analysis of results of marketing survey and then follow proposals and recommendation for improvement of marketing mix.