Specifika manažerského řízení významných pražských orchestrů

The bachelor thesis deals with major Prague orchestras and the specifics of their management from the marketing point of view. The orchestras chosen for this research was the Czech Philharmonic Orchestra, the Prague Symphony Orchestra and PKF – Prague Philharmonia. The theoretical part outlines some context and theoretical basis for the research. The history of the institutions under study and the background of the economic functioning of cultural organisations are presented. Furthermore, the theoretical work focuses on the marketing specifics of institutions in the field of culture or specifically symphony orchestras. The practical part draws on qualitative research in which marketing issues in the institutions under study are analysed with an overlap into the economic and artistic level. It concludes by answering the research questions and formulating recommendations arising from the research.