The first chapter of this thesis analyzes the marketing mix of Prague Quadrennial 2011. The following part focuses on marketing communication of this cultural event, reflecting the non-professional public. Based on data obtained from marketing research on the festival's perception and the last year's marketing campaign, the aim of this academic work is to propose possible improvements for the next festival's marketing campaign.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113632 |
| Date | January 2011 |
| Creators | Pavlíková, Lenka |
| Contributors | Černá, Jitka, Pařízková, Daniela |
| 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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