The theme of this master's thesis is "Marketing Revival of 'Cool tour linka'". 'Cool tour linka' is a joint project of Prague's leading exhibition institutions and transport company. Introductory part presents the project with the aim to preserve it "for next generations" too. 'Cool tour linka' was terminated due to economical reasons. Therefore the thesis leads to formation of a new project, that would work under even less favourable conditions. Conclusions from the chapters that analyse the previous 'Cool tour linka' (analysis of the visitors' attendance, application of marketing tools, SWOT analysis) are used in the new project. Both the original and the newly proposed 'Cool tour linka' emphasize the element of cooperation of the organisations operating in the field of culture and the importance of unusual presentation of arts collections to the public.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73697 |
| Date | January 2010 |
| Creators | Majerová, Jolana |
| Contributors | Černá, Jitka, Havlíková, Ivana |
| 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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