Titel:                                      Leverera mera ? En fallstudie på Volvo Trucks Författare:                                             Erik Bylund & Johan Kristensson Handledare:                                            Ulf Aagerup Nivå:                                      Kandidatuppsats, Internationell Marknadsföring (15hp), VT 2014. Nyckelord:                                              Sponsring, Leveraging och Ambush Marketing Problemformuleringar:       - Hur använder Volvo Trucks leveraging i samband med deras sponsorskap?- Hur motverkar Volvo Trucks Ambush Marketing i samband med deras sponsorskap?                                           Syfte:                                      Syftet med uppsatsen är att undersöka och beskriva hur ett aktivt sponsrande multinationellt företag på B2B-marknaden använder sig av leveraging i samband med deras sponsorskap för att öka nyttan av deras investering. Vi vill även undersöka undersöka och beskriva hur de motverkar Ambush Marketing i samband med deras sponsorskap för att skydda deras investering.                      Teoretisk referensram:         Kapitlet inleds med grundläggande teorier kring sponsorskap för att sedan gå vidare till beskrivning av termerna leveraging och Ambush Marketing. Metod:                                   Fallstudien har genomförts med en kvalitativ undersökningsmetod och en induktiv ansatts. Personliga intervjuer med högt uppsatt och kompetent personal inom Volvo Trucks legat till grund för insamlingen av våra data. Empiri:                                   Empirin presenterar de kvalitativa intervjuer som gjorts med respondenter inom Volvo Trucks. Analys:                                   Analysen jämför den insamlade empirin gentemot den teoretiska referensramen. Slutsats:                                 Volvo Trucks använder sig av en omfattande leveragingstrategi där de genom sin 360-approach försöker vara närvarande på samtliga plan och kanaler. Det finns ett klart fokus på aktiverande leveraging med avsikt att bygga och stärka kundrelationer.

Ambush Marketing kan kortfattat beskrivas som en marknadsföringsstrategi där någon associerar sin produkt eller sitt företag med ett stort idrottsevenemang utan att ha betalat någon sponsringsavgift. Fenomenet har fötts och utvecklats i takt med en allt mer sofistikerad sponsringsmarknad där sponsorer givits exklusiv rätt att utnyttja den goodwill som förknippas med ett evenemang. I Sverige finns ingen reglering som specifikt tar sikte på Ambush Marketing eller stora idrottsevenemang. Istället är varumärkes- och marknadsföringsrätten av enskilt störst betydelse. Internationellt har dock flertalet länder infört s.k.

This essay is focused on the marketing phenomenon buzz marketing. Buzz marketing is all about making the consumers to talk about your product. In the world we are living in with all the marketing messages, companies tries to find new ways to reach the consumers with their marketing message. The essay consists of 6 interviews with a low level of structure and standardisation. The material from these interviews has been analyzed with the help from the theories of buzz marketing, word of mouth, marketing communication, consumer behaviour, relationship marketing, one-to-one marketing and marketing ethics.

Direct marketing is an area within marketing that is growing rapidly. Many companies has realised the benefits of using direct marketing, such as receiving direct response from customers and gaining a better customer relation. The growth within direct marketing means that traditional mass marketing today face harder competition than ever. This thesis examines and look in to three well recognised Swedish companies use of direct marketing. Our main purpose is to establish how companies spend their marketing budget between direct marketing and traditional marketing activities.

The aim of this Master?s thesis is to investigate different ways of illustrating the information literacy of librarians and with a pragmatic view survey what has been written about marketing the librarians. The thesis is based on a marketing theory introduced by Philip Kotler. He believes that marketing is a social process and that everything can be marketed. I have reviewed three marketing strategies and their significance in marketing the information literacy of librarians.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented.

Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The purpose of my study is to question the model service marketing triangle and propose an alternative ways of looking at service marketing. The study is based on a deep, qualitative research. In the research of the material an abductive approach has been used. The primary information sources are interviews with project workers, which are being analyzed together with the theoretical background in part argumentations in the course of the thesis. In the last chapter they are unified.

The purpose of this thesis is to shine some light on how B2C companies in Sweden carry out a viral marketing campaign. Through case studies of two comparably sized companies, Arla and If Skadeförsäkringar, this was examined. This study shows that viral marketing is still a new subject for both marketers and researchers. It is hard to find conclusive methods for how to carry out such a marketing campaign successfully leaving companies feeling that they first have to go through a trial and error process. This is evident in this case study, where viral marketing is degraded to a tool for generating awareness rather than producing actual results as part of a holistic marketing plan and where those results are too uncertain to rely on.

This qualitative research is a contribution to the ongoing debate among marketing researchers regarding if there is a dominant paradigm and viewpoint of marketing and which one is the most appropriate. In this study current views of marketing are identified and then compared against the older Goods-Dominant Logic of Marketing and Vargos? and Luschs? alternative Service-Dominant Logic of Marketing. The trends that have been observed are situated in the framework of Thomas S. Kuhn?s philosophy of science.

The purpose of this essay is to examine how the two Swedish municipalities, Sigtuna and Nyköping, work with marketing. The study has primarily focused on how these two municipalities worked, consciously or non-consciously, with lifestyle marketing and place marketing. The research-questions that this essay wants to answer are;What is lifestyle marketing and place marketing?Do municipalities use these types of marketing, and who is this marketing directed to?How and why does municipalities use lifestyle marketing and place marketing?To answer these questions, phone interviews were conducted with several important employees within the two municipalities. The results of this study show that the different municipalities have both been using lifestyle marketing, but on different levels, in Sigtuna, it was a strategic choice, whereas in Nyköping, it evolved by itself and was not a conscious choice.

Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.Material/Method: The study is based upon interviews with six professional marketers.Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue..

Background: The use of digital marketing channels during the last years has increased significantly, especially the use of marketing on the Internet. Hence the communication chart of marketing has been redrawn. The technological development has had a major impact on the marketing discipline. The integration of information technology and marketing has resulted in the emergence of a new field, namely e-marketing. Hence the need for further research is desirable.Purpose: The purpose of this study is to examine alternative marketing procedures that a company can apply to increase the digital awareness and manage their customer relationships.Theoretical framework: Theories regarding digital marketing cycle, SEO and customer relationship.Method: This research is based on data collected through a primary semi-structured interview with a company active in the corporate information industry which also provides a RFQ service.

Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society.

This thesis examines the extent to which segmentation and categorization in the context of direct marketing is an efficient way for a company to enhance its marketing effectiveness. The thesis is built on social identity and categorization theory, and tested by using statistical analysis. The conclusion is that segmentation and categorization is indeed an effective way of conducting marketing campaigns..