Bariéry gay marketingu v České republice

In past decades many companies decided to appeal to LGBT minority which they believe is a huge and rich segment, where they can gain loyal new customers. Term „gay marketing“ arise and it prooved to be succesfull and important part of strategic marketing of the biggest firms in almost every market. Despite that, in Czech republic it is still something almost non-existent, not even international conglomerates which support LGBT communities across the world, focuse on them and look for new ways to approach this segment, do not use any consistent gay marketing tool in Czech market. This diploma thesis is using qualitative semi-structured interviews with representants of marketing departments and marketing agencies in order to determine bariers of using tools of gay marketing in Czech republic. During those interviews 9 main concerns were found in two categories – external and internal barriers.