Master's thesis "New Forms of Marketing and Their Implementation in Cultural Organizations" deals with the current trends in marketing, especially in the fields of electronic media, on-line marketing, video marketing, viral marketing, social networks ang guerilla campaigns. These forms of marketing are embedded in the theoretical context of modern marketing approach, characterized by the orientation on customer, the need for long-term planning, using of all tools of the marketing mix, focusing on building of the brand and continual reviewing and measuring of the effectiveness. At the same time creative and interactive approach and development of dialogue with the customer are identified as a necessary part of theit succesful application. Examples of succesful implementations of these forms of marketing are demonstrated on specific case studies from the field of cultural organizations.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:177773 |
| Date | January 2014 |
| Creators | Kučerová, Anna |
| Contributors | BĚLOR, Roman, ŠTILEC, Jiří |
| Publisher | Akademie múzických umění v Praze.Hudební a taneční fakulta. Knihovna |
| 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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