The aim of this master's thesis is to examine the options and advantages of using online marketing by cultural organisations, especially theatres. The introductory part of this thesis explains essential terms related to online marketing and specifics of internet media. It also gives an overview of internet marketing tools, which can be effectively used in communication of cultural organizations. A second part of the thesis is focused on developing online marketing strategy for the Divadlo v Řeznické Theatre. The strategy is based on information obtained from a research carried out by the author of this thesis. The research includes a situation analysis, benchmarking, interview with marketing manager of Divadlo v Řeznické and a survey research made among the theatre visitors.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193605 |
| Date | January 2013 |
| Creators | Havlíčková, Olga |
| Contributors | Kubaš, Mario, Hanzlík, Jan |
| 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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