Marketingové nástroje festivalu United Islands a reálné dopady jejich použití

This diploma thesis, entitled "Marketing tools of the United Islands festival and real impacts of their use" is focused on the marketing tools suitable for marketing of musical production and is based on example of the United Islands festival. The goal of this thesis is to marginally present specifications of musical open air productions, to present in detail marketing tools used for promotion of these events and by using data from marketing research to demonstrate whether the tools used by the United Islands festival are chosen correctly or incorrectly. Theoretical part of the thesis is devoted to a definition of work related terms and to list marketing tools suitable for promotion of music productions. The following practical part gain from theoretical part and from marketing research and by using them it deduces what marketing tools are suitable for promotion of the United Islands festival and what is their cost effectiveness and efficiency.