"1"^^ . . . "The role of culture in society can be seen from a purely pragmatic positions: The relationship of people to culture and cultural products is of a marketing nature. The essence of marketing is a connection between the product and its target groups, in other words, between sellers and buyers. Every product, whether commercial or non-commercial, is interesting for any (albeit small) target group. Every target group has some buying motivations, but it can also have some barriers (of time, information, space, or even will) of their consumption. Thus, marketing research plays a key role in marketing because it can help to solve some of these problems. This study comments on the results of two marketing researches of the Czech Republic inhabitants\u2019 relationship to art and cultural products." . "68320" . "RIV/70883521:28130/13:43870547" . "1"^^ . . "The role of culture in society can be seen from a purely pragmatic positions: The relationship of people to culture and cultural products is of a marketing nature. The essence of marketing is a connection between the product and its target groups, in other words, between sellers and buyers. Every product, whether commercial or non-commercial, is interesting for any (albeit small) target group. Every target group has some buying motivations, but it can also have some barriers (of time, information, space, or even will) of their consumption. Thus, marketing research plays a key role in marketing because it can help to solve some of these problems. This study comments on the results of two marketing researches of the Czech Republic inhabitants\u2019 relationship to art and cultural products."@en . "EDIS - Publishing Institution of the University of Zilina" . . . . "I" . . . . "Proceedings in Scientific Conference. The 1st International Virtual Scientific Conference" . "\u017Dilina" . "The Demographic Segmentation in Arts Marketing" . . . "\u017Dilina" . . "28130" . . "The Demographic Segmentation in Arts Marketing" . "[52408448ABF2]" . "Ba\u010Duv\u010D\u00EDk, Radim" . . . . "7"^^ . "2013-06-10+02:00"^^ . . "The Demographic Segmentation in Arts Marketing"@en . . "The Demographic Segmentation in Arts Marketing"@en . . . . "978-80-554-0726-5" . "1339-3561" . . "culture, art, theatre, cinema, movie, museum, fine arts, gallery, marketing, marketing communication, marketing research, segmentation"@en . . . "RIV/70883521:28130/13:43870547!RIV14-MSM-28130___" . .