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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Marketing strategies of non-profit organizations in the cultural sphere
 Kalátová, Veronika ; Mikeš, Jiří (advisor) ; Křivánek, Rostislav (referee)
Non-profit organizations play a very important role in all developed societies; however it is not easy to manage these organizations. Because of its non-profit nature, it has to generate external funds to realize its purpose. In the cultural field, there is a variety of non profit organizations which as a result to the increasing competition, had to focus on an appropriate communication. Because of reason, that marketing in non-profit organizations functions a relatively short time in comparison to profit organizations, marketing strategies and strategic planning does not have a clear direction. The aim of this thesis is to clarify the functioning of cultural non-profit organization on the example of the orchestra Prague Philharmonia and show its uneasy position next to its direct competitors which are contributory organizations funded by state or municipal sector, part of public organization or limited companies (Ltd.).
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