Analýza marketingu Divadla v Dlouhé

The topic of this bachelor thesis is possibilities of using marketing in culture area or to be more specific - in theatre. Divadlo v Dlouhé, one of the most successful semi-budgetary organizations in Prague, serves as an example of practice. The thesis goes into details about special characteristics in the field of theatre, a non-profit organization in public sector. It occupies with marketing mix, marketing tools and deals with a problem of linking together art and marketing which is still underestimated among Czech non-governmental organizations. In concrete terms, this thesis focuses on promotion, media service and PR, selling strategy on view of specifics of theatrical milieu. After a concise theoretical introduction to the problem, the bachelor thesis goes in for specific issues directly connected to the practice in Divadlo v Dlouhé.