The master thesis explains the concept of marketing strategy of Jazz club Reduta and the improvisational group Improvariace. The theoretical part defines the marketing in general, marketing process and marketing mix focused on culture and the cultural product. This part of the thesis deals with the importance of marketing in culture and it describes the typology of audiences. Following the theory and the facts established in it, the practical part is set on monitoring a particular marketing strategy for improvisational group Improvariace and their performances in Jazz club Reduta. The goal is to critically evaluate their strategy and to propose improvements.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193925 |
| Date | January 2014 |
| Creators | Pospíšilová, Martina |
| Contributors | Postler, Milan, Urban, 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 |
Page generated in 0.4368 seconds