The analysis of marketing specificity in art gallery

In the last 30 years in the world of art increased the need to implement the economic strategies for the administration of non-profit organizations. The aim of the thesis is to describe to the readers the application of the marketing tools in the field of gallery management. The thesis consists of three parts. The first part concerns the development of museology and the situation of culture in Czech Republic. In the second part the thesis deals with the development of art marketing and the way in which the world of art perceives the basic differences between product and customer. The third part is the analytical part. It analyzes the different ways in which specific applications of marketing tools are used in five selected Prague galleries. The goal of the thesis is also to illustrate the situation of galleries in Prague and the revision of some basic elements needed to improve their competitiveness in Europe