Marketing knižního jarmarku Knihex

This bachelor's thesis examines the marketing communication and target audience identification of the Knihex festival, a showcase of independent book publishers held in Prague since 2011. The aim of the thesis is to analyse the current marketing communication, identify the actual target audience and propose recommendations for its improvement based on the findings. The theoretical part defines key concepts in the areas of targeted marketing, marketing mix and communication mix in the cultural context. In the practical part, an analysis of the marketing and communication mix was conducted based on expert interviews with the festival director and the social media manager. The primary research method was a questionnaire survey carried out among visitors to the winter edition of the festival in December 2025. Three visitor segments were identified: young enthusiasts of independent culture, industry professionals and casual visitors. The findings served as a basis for a targeted marketing proposal and recommendations focused on the development of the festival's marketing communication.