Marketing communication of Divadlo Na zábradlí in 2010-2011 theatre season

The thesis is an analysis of the marketing comunnication of Divadlo Na zábradlí in the theatre season 2010-2011. In its first part I try to refer to the meaning of the theatre in the society and to adumbrate its secondary roles, that can play. The thesis also shows the main specifics of marketing communication in the culture environment or in the area of theatre. The thesis contains detailed analysis of particular tools of cummunication and their use in Divadlo Na zábradlí. The communication it devided into several groups according to different recipients of the message. Because of the need for implanting the results of marketing communication to wider context and to make the analysis relevant, the thesis also contains comparative analysis of selected aspects of marketing communication of the five of Prague theatres chosen because of resemblances in their repertoires. I have chosen Švandovo divadlo, Divadlo v Dlouhé and Studio Ypsilon (theatres of the same statute as Divadlo Na zábradlí) and Dejvické divadlo and Divadlo Komedie (theatres that are allready transformed). At the end of the thesis there is an evaluation of marketing communication and a proposal of severeal steps that can help to aliminate identified deficiencies in the communication