publication . Master thesis . 2014

Marketingová strategie orchestru Berg

Kašpráková, Soňa;
Restricted Czech
  • Published: 01 Jan 2014
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
The main goal of this diploma thesis is to create a base of marketing strategy of Berg Orchestra, because of focusing on new target group of younger audience. Theoretical part describes marketing of orchestras and specifics of marketing mix, then issues of segmentation, targeting and positioning. This part also focuses on marketing research, especially on quality research, which is used in practical part of this thesis. Practical part introduces Berg Orchestra, its aims, marketing and analysis through SWOT. Then it offers the quality research itself and in-depth interviews with nine respondents. At the end of this part there is an approximate framework of new ma...
free text keywords: marketing kultury; orchestr; cultural marketing; strategický marketing; orchestra; marketing strategy; kvalitativní výzkum; target group; quality research; cílová skupina
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