The goal of this paper is to create a marketing analysis and a draft of a marketing strategy for the church Českobratrská církev evangelická (further ČCE). The analysis is based on a description of the situation concerning churches and religion communities services usage in the Czech republic and the characteristics of the most important Czech Christian churches including the ČCE from the marketing point of view. I have conducted a research among the young people for better understanding of the perception of religion, Christianity and Christian churches. There are several key findings on which the draft of the marketing strategy for ČCE is based: (1) The decision about one's religious commitment comes in young age -- around the 25th year of age the latest. (2) Young people in the Czech republic are open to the religious and transcendental questions and they would not mind to participate to a church organized event. (3) The perception of the churches is better among those, who know them better. (4) ČCE does not have a distinctive image and it can be easily confused with other Christian churches.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76623 |
| Date | January 2009 |
| Creators | Hercigová, Tereza |
| Contributors | Mikeš, Jiří, Postler, Milan |
| 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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