Marketingové strategie v galerijní praxi

This thesis analyzes and compares the marketing strategies of four Prague galleries: Kunsthalle Praha, National Gallery in Prague, DOX Center for Contemporary Art, and Museum Kampa. The aim is to compare these strategies, identify their strengths and weaknesses, and propose recommendations for improving them. The research is based on an analysis of publicly available documents, interviews with four marketing department heads from the selected institutions, and a online survey among visitors (N = 72). The results reveal differences in the formal structure of marketing, strategic management, and data handling. Institutions with a clearly defined brand and strategy better meet audience expectations. The study also confirms the key role of online communication and the importance of linking the program, the brand, and the visitor experience. Marketing is understood here as an important part of the functioning of cultural institutions, not merely as a promotional tool.