In the last 30 years in the world of art increased the need to implement the economic strategies for the administration of non-profit organizations. The aim of the thesis is to describe to the readers the application of the marketing tools in the field of gallery management. The thesis consists of three parts. The first part concerns the development of museology and the situation of culture in Czech Republic. In the second part the thesis deals with the development of art marketing and the way in which the world of art perceives the basic differences between product and customer. The third part is the analytical part. It analyzes the different ways in which specific applications of marketing tools are used in five selected Prague galleries. The goal of the thesis is also to illustrate the situation of galleries in Prague and the revision of some basic elements needed to improve their competitiveness in Europe.

The aim of the thesis was to analyze the situation in contemporary Slovak art market and the characteristics of entities dedicated to the sale of works of art.This work deals with specific marketing problems in this area. At the end of the analyzed Matica slovenska as an important institution with a long tradition.

The thesis is focused on development of exhibition activity in Telč with emphasis on the present situation. It keeps an eye on the influence of exhibitions on tourism in the town and suggests measures that could lead to great interest in Telč's exhibitions.

This theses focuses on fulfilling of the potential of cooperation between volunteers and the four biggest museums and galleries in the Czech Republic (The National Museum, The National Gallery, The Moravian Museum and The Moravian Gallery). As an inspiration and comparison, the situation in The British Museum in London is addressed. The main hypothesis is that there are so few volunteers in the four mentioned institutions because they cannot and do not want to cooperate with volunteers properly and they do not even understand the basic idea of volunteering. The main aim of this theses is to identify the main barriers in the relationship and cooperation of volunteers and the four Czech museums and galleries and to provide recommendations for elimination of these problems and for improvement.

The master's thesis deals with the marketing potential of the recent art work fairs. The aim of the thesis was to analyse the potential of the fair trades with the emphasis on the benefits of participation for the Czech private galleries in such fairs. The thesis also deals with the fair as one of the communication mix tools, which shall serve to achieve the marketing and communication goals and presents the relationships between the participants in the art work market. The advantages of the participation in recent art work fairs were analysed through the method of interview comparison with the gallery owners and employees. The analytical part covers the analysis of the participation of a Czech private gallery in an international recent art fair and presents the barriers of entry for Czech galleries in such fairs. With regard to the results of the analysis the measures were recommended that would lead to more effective usage of the marketing potential of the recent art fairs.

Master's thesis deals with consumerism in culture. Thesis analyzes cultural institutions and the way they are influenced by consumer society and the requirements of the general public -- the masses. The first part defines the term of culture, consumerism and consumer society. Next part discuss Culture in meaning of Art and permeation of consumerism into the selected domain of culture -- theaters, cultural centers and museums (art galleries). The final part of thesis demonstrates the influence of spectators and visitors to the specific selected representatives of Brno's cultural scene. The survey was conducted through interviews with representatives of Reduta Theater, theater for children Polárka Theater, Cultural Center Semilasso and Wannieck Gallery, currently renamed Richard Adam Gallery.

The products of the cultural institutions have seen a major development in the past few decades and the supply is becoming more complex. Products and services are designed and produced with the aim of higher customers satisfaction. This thesis deals with the range of products which complement or extend the basic product of museums and galleries, that is exhibitions. The introduction is devoted to theoretical anchoring of ancillary products, its form and characteristics. The second part focuses on specific examples of ancillary products and services (museum shop, cafe and restaurant, lecturing services and educative programs). The paper also points out the deficiencies of the services provided by Czech museums and galleries and also suggests amendments necessary for further development of quality services in the cultural institutions. The final section deals with the legislative and economic aspects of ancillary services in the Czech Republic.

This diploma thesis considers the theme of the art market in Czech republic. The cooperation between gallerists and artists is not following the professional tradition seen in American and European galleries. Those led the artist to present his artworks exclusively in one and only institution in return for services gallery offer him. The change of attitude in needed in both, galerists' and artists' parts. In my diploma thesis, I am confronting their opinions so I can create a model of their cooperation leading to a professionalization of the relationship.

This master thesis "Marketing of the Gallery of the Central Bohemian Region in Kutná Hora and gallery visitors" consists of two major parts -- practical and theoretical. In the theoretical part there are explained terms such as arts marketing, marketing mix, marketing planning, situational analysis, marketing research, visitors of cultural institutions and targeted marketing. These terms are applied on the Gallery of the Central Bohemia. The main goal for this thesis is to produce complex situational analysis of marketing of the Gallery of the Central Bohemian Region, segmentation of the visitors and from these parts target on chosen segment of visitors.

In March of 2020, the Czech Republic was hit by the covidu-19 pandemic. This was followed by three waves of forced closures, which limited the activities of museums and galleries and prevented the public from visiting them. The museum presentation has therefore moved to the online sphere, where institutions sought to engage their online visitors with virtual tours, videos, social media communications and other projects. The aim of this diploma thesis was to find out what consequences the forced closures in 2020 had on Prague's museums and galleries and how these institutions managed to adapt in the online world. For this purpose, I chose the methods of a questionnaire survey and an interview. I contacted a total of 64 Prague's museums and galleries, from which I received 32 responses. The results point to far-reaching problems that forced closures have meant for these institutions. Even after reopening, visitor numbers did not return to the state before the covid-19 pandemic broke out. Nevertheless, none of the respondents is in immediate danger of extinction in the near future. The adaptation of Prague's museums and galleries in the online world turned out to be more optimistic. Institutions were able to create a whole range of interesting online projects that caught the attention of their...