Evaluation of marketing tools for selected segments of museum visitors

In recent years, art marketing has become a much-discussed term among marketing experts in the field of cultural organizations, especially museums and galleries. Apart from experts, however, few people know exactly what to imagine under this term, how this marketing works in the non-profit sector, and how individual marketing tools are implemented for cultural institutions in the non-profit sector. The aim of this work is to evaluate the current marketing tools of the Museum of Glass and Jewelery in Jablonec nad Nisou and their effectiveness, and from the information obtained to propose recommendations for improving the effects of marketing tools for selected segments of museum visitors. The work process and processing methods are a literature search and available information sources, quantitative and qualitative evaluation of the obtained information and statistical data, questionnaire survey and own proposals and recommendations. The most important information and insights come from the museum's marketing mix itself, from the results of its own questionnaire survey and from its own proposals and recommendations that the museum could use for its activities in the future as well. The work could also be the basis for further expansion of this topic within university theses or professional articles.