The thesis focuses on a field of museum marketing, particularly on a marketing mix issue. The marketing mix is described on an example of an exhibition cycle named DEATH which took place in five object of the National museum during a period from 18 June 2014 until 31 March 2016. The DEATH was the last from a row of exhibition cycles which prevailed during the closing of the Historical building for the reason of its complex reconstruction. A descriptive analysis of the marketing mix of the DEATH exhibition cycle is conducted in the thesis. Application of marketing tools is subsequently evaluated through detailed analyses which will identify weaknesses. At the same time recommendations are developed to improve the National museums marketing mix and make it more efficient.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264346 |
| Date | January 2015 |
| Creators | Kralertová, Jana |
| Contributors | Dianová, Markéta, Kroupová, Magdaléna |
| 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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