The diploma thesis deals with the communication strategy of the association Dokořán Initiative. Dokořán Initiative is a nonprofit organization working in the field of culture. The goal of the thesis is to design a communication strategy which will be effective, and at the same time overcome all barriers specific for non-profit sector, especially the field of the culture. The thesis is divided into three chapters. The first two chapters provide a theoretical basis for the development of the practical part. It deals with marketing in general, eventually it gets to all commercial communications and specifics of non-profit organizations and Culture. The third chapter contains a detailed analysis of the association. In the conclusion of these analyzes we can find a comprehensive proposal on a communication strategy for the season 2017.

[pt] O termo trade marketing é bastante comum entre as indústrias de bens de consumo e faz referência a um departamento que fica alocado entre as áreas de marketing e vendas. Entretanto, entre as empresas não há consenso quanto ao entendimento deste conceito ou das práticas utilizadas: esses são os motivos para a realização deste estudo. A ausência de uniformidade no conceito e a escassez de referencial teórico sobre o tema justificam a escolha da metodologia de estudo de múltiplos casos. Para tal, foram escolhidas quatro empresas de bens de consumo que já adotam o conceito há mais de três anos e possuem distribuição de seus produtos em todo o território brasileiro. A pesquisa sugere algumas proposições que deverão ser confirmadas em futuros estudos, como: o conceito de trade marketing está evoluindo em direção a um posicionamento mais estratégico; parte das funções exercidas pelo departamento de trade marketing começam a migrar para outras áreas de suporte comercial; e o próprio termo trade marketing começa a ser substituído por novas nomenclaturas. / [en] The term trade marketing is very common among the consumable industries, and its application happens by a department allocated between the marketing and sales areas. However, among companies there is not such cohesion in the understanding of such concept or in the used practices, and these are the reasons for the development of this study. The absence of uniformity of concept, and the shortage of theoretical reference on the subject justify the choice of the methodology of study of multiple cases. To this end, four companies of consumables were chosen which have already been adopting the concept for over three years, and with distribution of their products throughout the Brazilian territory. The research suggest some propositions which shall be confirmed in future studies, such as: the trade marketing concept is evolving towards a more strategic position; part of the functions performed by the trade marketing department starts to migrate to other areas of commercial support; and the actual trade marketing term is being replaced with new nomenclatures.

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