Marketing Strategy Proposal of the Selected Artists

This diploma thesis deals with the development of a proposal to improve the marketing strategy of a selected visual artist, namely Klaudie Švrčková, active on the contemporary visual scene. The work is divided into four main parts. The theoretical part of the work is focused on clarifying the basic concepts related to marketing strategy, marketing mix, marketing tools and other concepts necessary for understanding and drafting a marketing strategy. The analytical part contains the introduction of the artist and the analysis of the current marketing strategy of the artist needed to obtain information for the practical part of the thesis. The analytical part is also supplemented by the marketing research carried out. The practical part of the work is devoted to the development of a proposal to improve Klaudie Švrčková's marketing strategy, which aims to increase the number of customers with the author's paintings and gain greater awareness of the artist and his work