The aim of this thesis is to conduct a thorough marketing analysis of the photography services market in Prague, with a focus on portrait photography, and to subsequently formulate conclusions and recommendations for photographers in this field. The theoretical part maps the current knowledge in the field of service marketing. The methodological part describes qualitative and quantitative research, including the methods used and the formulated research questions. The practical part includes a ma... zobrazit celý abstraktThe aim of this thesis is to conduct a thorough marketing analysis of the photography services market in Prague, with a focus on portrait photography, and to subsequently formulate conclusions and recommendations for photographers in this field. The theoretical part maps the current knowledge in the field of service marketing. The methodological part describes qualitative and quantitative research, including the methods used and the formulated research questions. The practical part includes a marketing situational analysis of external factors, in- depth interviews with portrait photographers operating in Prague, and a survey conducted among their target customer groups. The results are interpreted in the context of academic literature. The practical contribution of this thesis is the recommendations for portrait photographers, which may help them improve their competitive position in the photography services market. |