Goal of this diploma thesis is to create a marketing strategy of the Prague Youth Philharmonic symphony orchestra including marketing concept definition, audience research and marketing communication project. The marketing strategy proceeds from internal and external SWOT analysis of the subject. Theoretical part of the thesis deals with classical marketing theory and its use in arts management praxis. It focuses on strategic marketing and its instruments.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:165635 |
| Date | January 2009 |
| Creators | Fröhlich, Vojtěch |
| Contributors | Syrovátka, Oldřich, Raková, Iva |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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