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The matter of marketing communication of music festivals in Czech Republic Podivinská, Michaela ; Mikeš, Jiří (advisor) ; Soukup, Vladimír (referee) Theoretical part of this bachelor thesis focuses on arts marketing, marketing communications and commercial communications in general, and marketing and communication mix of music festivals. In practical part of the thesis I present a particular music festival Podblaník. Based on available information I analyze the marketing and communication mix of music festival Podblaník and its promotion campaign. In the last part of this work propose my own recommendation for the future activities of marketing communications for this festival. Detailed record

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