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The bachelor thesis deals with the marketing communication of non-profit organizations focusing on foundations and foundation funds with the example of the Foundation Fund J&T. In the theoretical part the thesis outlines the theory of the non-profit sector with emphasis on foundations and foundation funds. The second half of the theoretical part focuses on the theory of marketing, marketing mix and marketing communications and marketing specifics again in foundation funds. The practical part is devoted to a specific example Foundation Fund J&T, its history, general characteristics and marketing communication. The practical part also includes its own survey, which assesses the awareness of the Foundation among students of the University of Economics in Prague. |
