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National Repository of Grey Literature

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Art in Žižkov: analysis of marketing communication of selected Žižkov galleries Průša, Vojtěch ; Ježková, Tereza (advisor) ; Klimeš, David (referee) The bachelor thesis Art in Žižkov: analysis of marketing communication of selected Žižkov galleries focuses on description and evaluation of marketing activities in the art field. The theoretical part consists of a comprehensive description of art marketing with its use in the market of fine arts, including the history of this subject, the context of art in the commercial sphere and the introduction of art marketing tools and techniques used for achieving business goals. The practical part focuses on the description of the history and current functioning of selected Žižkov galleries. This part includes an analysis of specific marketing tools and processes that have made these galleries successful in the context of the Czech environment. The conclusion includes suggestions for possible improvement of marketing of these institutions and presents latest trends in art galleries market. Detailed record

The business strategy of private sales gallery in Prague and the specifics its operation Prokůpek, Marek ; Vojík, Vladimír (advisor) ; Tyslová, Irena (referee) This bachelor's thesis deals with a problem of small commercial gallery business. The teoretical part of my thesis is concerned with choosing the proper juridical form for the business, with composition of business plan, with financial plan and financial safety of a gallery. Further, specificity of small commercial gallery business and new trends in the art field are mentioned in this part. The aspects which are described in the theoretical part of my bachelor's thesis are applied to foundation of one fictive concrete private selling gallery afterwards. Detailed record

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