A new line of business has arisen on the Swedish information market. The information broker is still quite an unknown actor but the future seems to hold a prosperous outcome for this kind of alternative information service. The information broker has many definitions but can generally be described as an intermediary between information sources and users. The Swedish market for this kind of information professionals has not yet developed into a big, well-established and lucrative branch as for example the one in the USA. The Swedish actors are still coping with resistance in form of insufficient support from the government, competitiveness from other more established information services and the clienteles lack of understanding the brokers purpose and utility.

The purpose of this study is to create an understanding for marketing directors? viewabout how event marketing effect the company?s brand equity in four separatebusinesses. Our question formulation the study aims to answer is:How does event marketing effect the brand equity in international companies?We have chosen to perform a qualitative study with a semi structured research interviewto find out how event marketing as a marketing method, can be applied from theperspective of a marketing director in relation to our theoretical reference frame.To create structure and increase the understanding of our thesis, we will describe thebasics in brand and sponsorship theory, which will fall in to the marketing method ofevent marketing. Further we will describe the brand equity model that we will latermodify for our purpose.

Purpose: The purpose of this studie is to map and describe the marketing strategies of professional sport organizations and examine in what extent and how they apply the 7P?s of the Marketing mix.Method: We have used an abductive approach in this study. The research was conducted as a two case study, the studied objects are AIK Ishockey AB and Djurgården Hockey AB. A qualitative method has been used. The empirical content was collected by triangulation in form of interviews, telephone interviews, studie of webpages and participating observation.

By reading earlier research on Generation Y, content marketing and on social media during the working process the problem has gradually changed, in accordance with an abductive research approach. The study focus has developed from examine marketing methods on marketing towards Generation Y to include on what social media platform Generation Y is most susceptible for content marketing.The purpose of this study is to help companies whose target market is Generation Y to aim their content marketing through the right distribution channels, to save time and money. To meet this objective and to answer the main question of this study, empirical data was collected through a web based, quantitative survey which was completed by a total of 301 respondents, all of them belonging to Generation Y. The collected quantitative data was contrasted with existing theory and was analysed.The study concluded that Facebook is the social media channel where Generation Y feel most susceptible for content marketing, followed by YouTube. .

The society of today is overflowed with information and commercials. There is a thick media noise that the marketers finds hard to penetrate. Bearing this in mind, we can see that Event Marketing, witch is marketing through events, has grown to be a popular form of communication as it has an ability to work its way through the existing media noise. Through events a company can strengthen its brand and image as well as form a lasting relationship with its consumers. What other functions does Event Marketing possess? In what context is Event Marketing an appropriate marketing strategy to use? These are two questions that we aim to answer through this essay.To be able to answer these questions we interviewed the marketing manager of two different companies, L´oréal and TeliaSonera.

This study focuses on the internal marketing and how it affects the complaints by companies? communication control. Our purpose with this subject is to increase the understanding of which components affects the relation between internal marketing, communication control and complaints. We have chosen the subject, internal marketing because it caught our interest in an earlier course. On the basis of the literature of costumer complaint there have not been so much research about it and that is why we have chosen this perspective on internal marketing.This study is based on a qualitative approach.

Our aim with this thesis was to closer study business intelligence to be able to present an overview of both the concept and the phenomenon. We have also developed a framework that show how business intelligence can be used effectively. We think that our framework can be of help to under-stand the areas which constitutes the core of business intelligence. We think that the framework we have developed is a good basis for the im-plementation of business intelligence in an organisation and that it also can be of help in the daily business intelligence work..

The purpose of this thesis is to investigate industrial branding, which as a relatively new concept, both for practioners as well as academia, comprises a less explored application of the brand concept. The theoretical background of the study consists of marketing theory concerning the brand concept, and theory concerning industrial marketing. The empirical foundation consists of case studies of four industrial companies, based on interviews with representatives from the companies. All four companies have engaged in activities which they themselves see as industrial branding. Initially, the study sets out to determine the occurence of industrial branding, according to this study?s definition, and continues to tentatively explore the implications of branding in an industrial context.

Due to increasing international competition and new technology IT-consultants has been forced to oversee their business models lately. The main purpose of this study is to investigate the process and consequences of a shift in business model for a consultant by using a methodology based on action research. The empirical foundation consists of a field study with observations, notes, interviews and business related documents. The case describes a consultant?s process of shifting business model from profits based on man-hours to selling a standardized system.

The globalisation of the world is believed by some to homogenise individuals from different national cultures. However, the values and norms of an individual are deeply rooted in their national culture and are therefore difficult to change. Since birth these values and norms are learnt through interaction with others within a specific national culture. The differences in values of a national culture are shown in the cornerstones of the nation. These cornerstones are language, aesthetics, religion and social institutions.

Consumers today seek added value to the ordinary products/services that companies are offering. Consumers must get their emotional need satisfied - a need for experiences worth remembering. At the same time, the consumers are engaged in ethics and morals. Companies use events frequently as a marketing approach to meet the customer?s demand of added value.

Företag inom handel är underrepresenterade i litteratur kring Event Marketing. Kommunikationsverktyget som erbjuder interaktion tilltalar dagens upplevelsesökande konsumenter. Event Marketing som verktyg är i sin tur underrepresenterat inom Brand Management. På grund av Event Marketings aktualitet i dagens samhälle borde det teoretiska gapet studeras. Uppsatsens syfte var således att undersöka hur företag inom handel använder Event Marketing för att framhålla och stärka sitt varumärke, detta med hjälp av följande frågeställningar: Hur motiverar företag inom handel användande av EM? Hur arbetar företag inom handel med att säkerställa att EM får en positiv inverkan på varumärket? Vilka särdrag kan identifieras, inom användandet av EM, för företag inom handel? Undersökningen genomfördes med ett arbetssätt liknande det abduktiva genom öppna kvalitativa intervjuer med tre företag inom handel samt tre eventbyråer.

In the era of urbanization and globalization, many small, rural and post-industrialcities struggle for growth. The competition for citizens and visitors is intense, andone commonly used strategy is to promote the city to a target audience. Placemarketing, however, is homogenized to a great extent. Marketing thus seems likea useless approach, yet almost every city does it.By using discourse analysis and institutional theory, this essay aims to explainwhy the city of Kramfors markets itself. There are several problems arising due tothe marketing of places, especially concerning the discrepancy between the city?simage and identity.

The purpose of this thesis is to describe the marketing channels Gen Y is exposed to, uses and is influenced by. The thesis also seeks to comment on whether there are other factors, in addition to the marketing channels described, which influence Gen Y in their consumption choices. In addition, we intend to develop knowledge about whether the generalizations of Gen Y have any bearing, or if they are only assumptions with no support. From the empirical results, we have seen a consensus among the respondents concerning which properties they want commercials to hold, but they differ in their opinions regarding which marketing channels the commercials should be distributed through. Overall, the respondents want the commercials to be entertaining, relevant to their interests, and they want to be able to choose themselves whet­her to take part of them or not..

Futurum.kom is a collaborative marketing project with the aim of strengthening the internal organization of Länsbibliotek Sydost, Regionbibliotek Kalmar and the 25 public libraries within the southeast region. The project intends to externally build the brands of the public libraries in Blekinge, Kalmar and Kronobergs län. This thesis is a study and evaluation of the implementation and results of Futurum.kom?s first campaign "Låna dig rik" at a public library. The analysis is based on the following issues:? What goals does the library have with the "Låna dig rik"-campaign.? What is the feedback from the staff's experience of the users in terms of needs and demands?? In which way does the library choose to implement the marketing campaign and what role do the users have in this process?? What is the internal performance of the library's marketing campaign, what was the experience of the staff of the campaign?? What is the external result of the library's marketing campaign?The method is based on a case study of a single library, with a series of interviews and document analysis of written and electronic documents.