The thesis is by full extension aimed at the marketing communication of the Czech Phil-harmonic, the leading Czech orchestra. The goal is to analyse and to evaluate the marketing communication development in the orchestra, especially from the beginning of the 21st century to nowadays. The first part of the thesis introduces the marketing communication as a component of the marketing mix. Following, there is a depiction of the Czech phil-harmonic from the historic point of view and the orchestra's social activities and attitudes. I evaluate the used marketing communication in relation to historical context. The main part narrates the latest development issues of this institution. The marketing communication is analysed and it is compared to the communication used by leading European orchestras. The consequences upon this part are verified by the last part - the questionnaire survey. The transcription of this questionnaire used in the survey and the examples of the Orchestra's propagation materials are in the appendix, including the extract of corporate identity by variable implementation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:200204 |
| Date | January 2013 |
| Creators | Zelený, Martin |
| Contributors | Drozen, František, Rysová, Andrea |
| 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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