Marketing Camaign of Specific Product

The main topic of this bachelor thesis is children's and youth's readership considered as a specific product which the text shows from the marketing point of view. Analysing the situation of book industry in the Czech Republic concerning both supply and demand the problem of readership is identified and the importance of reading for development of human skills is described. This leads to the need to apply marketing tools on promotion of readership. The campaign Growing with the Book is an example of support of reading books. The thesis analyses its contemporary activities and recognizes some insufficiencies. Furthermore it tries to propose some recommendations for the content of campaign as well as for its promotional part using the convenient combination of marketing mix with emphasis on communication mix