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Theatre Marketing Management
Mitošinková, Barbora ; Černá, Jitka (advisor) ; Holubová, Renáta (referee)
The aim of this thesis is to explore how does the marketing management of major Czech drama scenes reflect strategies and concepts described in the theoretical approaches to marketing, particularly in the specialized foreign literature. The goal is the marketing analysis of the most significant theaters in the Czech Republic, research the functionality and importance of marketing plans, strategies and tools, analysis of marketing management, awareness of audience and customer care. The methods used are literature search, description of known marketing concepts (marketing mix, segmentation, positioning, audience building, and audience development), and comparison of different approaches to marketing management, qualitative research, analysis of data obtained through research and expert interviews.
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