Uplatnění marketingu v oblasti archeologicky významných brownfieldů

Abstract

This thesis is focused on the application of marketing in non-profit organizations, specifically the National culture monuments and archaeological brownfields. The theoretical part defines the basic problem areas – it defines a marketing conception, a marketing research, marketing communication, marketing services, further a non-profit organization, the National Culture Monuments and finally it deals with brownfileds. The practical part is devoted to particular non-profit organizations – the Památník Velké Moravy in Staré Město near Uherské Hradiště and the Slovanské hradiště Mikulčice. The organizations are introduced and described using a marketing process leading to the identification and comparison of the quality of their services. Based on the evaluation of quantitative research and marketing environment of both the non-profit organizations, there are formulated some proposals for changes in the product, pricing, distribution and communication strategy of the organization and several suggestions suitable to attract tourists to less visited and peripherally located archaeological brownfields.