The aim of this thesis is to investigate how libraries market themselves in social media and why they do it. I have studied a certain public library?s process of introducing social media into its marketing mix, the preparations for this process and the effects of these marketing methods.The theoretical framework for this thesis is based on relationship marketing, a theory which focuses on relationships, networks and interaction. My main method has been semi-structured interviews with a librarian at the relevant library, with the manager of the library and with the head of the municipality?s department of communication.The results of my studies show that marketing on social media is a positive and important thing for libraries.

The purpose of this essay is to analyze marketing in the sector of banking. The following purpose is also to make an attempt to predict how marketing of banks will be structured in the future. Banks have a central role in today?s society which is constantly changing and that is why we are curious in how banks use different marketing channels today and how and if it will change in the future. The essay is based on a qualitative method.

A reform of higher education in Sweden in 1993 led to stiffer competitive climate among educational institutions. The reform meant that educational institutions now had the opportunity to plan their curriculum autonomously. Prior to the reform educational planning was restricted to the Swedish government. The new rules spelled a greater opportunity for educational institutions to profile themselves based on their educational offerings. The higher degree of competition means that marketing becomes increasingly important when recruiting new students.

The term ?good marketing practice? in the 4 § 1 section Swedish marketing law (Marknadsföringslagen 1995:450) has a wide meaning. Besides 5-13 d §§ and 17 §, the term also covers other non legal rules. The essay intends to define the legal meaning of the term as well as examine how it is experienced of laymen in the area. According to 1 § Swedish Marketing law aims to protect business men and consumers from unjustified marketing.

Syftet med denna uppsats är att öka förståelsen för användning och tillämpning av Event Marketing. Varför företag använder sig av det samt vad eventbyråer tror är företagens motiv. Event Marketing innebär helt enkel att marknadsföra en produkt eller en tjänst genom ett evenemang. Eventet samlar en viss målgrupp i både tid och rum men är på så sätt även begränsad i antalet kontakter som den skapar.Metoden som har använts för denna uppsats är av kvalitativ karaktär. Under arbetets gång har vi genomfört fyra intervjuer som flerfallsstudier.

Today most studies regarding marketing are made on traditional marketing channels, answering questions like which jingle is best or which TV-channel a company should focus their marketing budget on. There is also the science regarding the best way of marketing on Social Networking sites or how to get as many 'likes' as possible, and so forth. However research has also been made in the field of in-store marketing and how a retailers or brand owners can affect customers in "the moment of truth". Until now most of these studies discuss how to get the attention of the customer in the store since both time as well as level of commitment in general is scarce when a customer is in a grocery store doing the necessary weekly- or complementary-shopping. It seems like most of them make the very same conclusion; catching the attention of a customer is vital to sell them your product.

In this study, we have examined how Swedish tour operators are using social media as part of their marketing plan. Our purpose was to find out which strategies they use in the area of social marketing. The companies that were examined were Ving, Fritidsresor and Jambo tours, and the social network site that the research focused on was Facebook. The examination was conducted with a content analysis of the companies' Facebook pages and qualitative, structured interviews with the companies. The aim was to compare the various tour operators Facebook pages in order to get a broader overview of the companies marketing strategies.

The marketing strategies discussed in today?s literature are often developed for larger compa-nies and are therefore poorly fitted for smaller businesses with little resources, such as the small resort Enaforsholm Fjällgård in Jämtland. Hence, this paper focuses on presenting and discussing the marketing strategy storytelling and whether it is applicable to Enaforsholm Fjällgård. This mountain resort was given to the Royal Swedish Academy of Agriculture and Forestry (KSLA) in 1937 as a trust fund to be managed in the spirit of the grantor A.W. Bergsten.

Purpose: The purpose of this study is to examine how travel companies have adapted to a digital society and how they use the Internet as a marketing channel.Problem: How have current travel companies adapted to the development of the Internet and how do they use Internet as a marketing channel? Are there any differences in the marketing strategies of different types of travel companies and does the clientele have any impact on the selected marketing method?Method:  This study has been formed by a qualitative approach. Interviews have been conducted with employees at different travel companies across Sweden. The qualitative approach has been chosen to create a deeper understanding and give a broader knowledge to our study.Conclusion: Companies today use the Internet as one of their primary marketing channels, these are mainly websites and social media. The companies agree that aligning themselves after a digital society and new innovations is key to compete in the market.

One-to-one marketing är en extrem variant av relationsmarknadsföring. Begreppet myntades i början av 1990-talet och ligger till grund för en ny syn på marknadsföring. Många företag har försökt att använda sig av teorierna kring begreppet, men få har hittills lyckats fullt ut. One-to-one marketing främjas av att kunden inte behöva återupprepa sig varje gång man köper företagets produkt eller tjänst. Detta medför att kunden kan tjäna på att vara i en relation med ett företag som använder sig av one-to-one marketing. Syftet med uppsatsen är att undersöka om vårt valda företag planerar att använda sig av one-to-one marketing i sin marknadsföring och om deras uppfattning av begreppet stämmer överens med vad teorierna säger.

This Master thesis was written in collaboration with the Kalmar-based consulting company Sederkvist Kommunikation. The purpose was to explore the market potential for Sederkvist Kommunikations new software Bellman Marketing. Based on these results a launch plan was created and advoice were given to Sederkvist Kommunikation as to how their new administrative tool could be introduced on the market. Data were collected through semi-structured telephone interviews. The population was Swedish so called Gazelle-companies (growth-companies listed yearly by the business newspaper Dagens Industri) and totally 27 units were examined.

The purpose of this thesis was to get a deeper understanding of why and how companies work with background music in event marketing and also how it can affect on companies image. In our research a case study was conducted and based on interviews with four respondents who all have experience working with background music throughout their careers. The study has shown that background music can be a very effective promotion tool in event marketing when it's used in the right way. Furthermore this study has shown that companies consciously use background music to enhance the experience and emotional affect the attendant through choice of music and the music can affect companies' image. Event marketing combined with background music is an effective tool for companies to generate positive associations to image and to reach their target group when right music is correctly conducted..

This thesis examines how techniques from place marketing, developed to market places, can be used in the process of designing a visual identity for an institution. The thesis is a case study of the development of a new visual identity for the public art institution Malmö konsthall. The essay presents Malmö Konsthall, defines the term visual identity and describes the main principles in place branding. I then define target audiences and key values, discuss the application of place marketing principle and go through the design process of the new visual identity. The process showed that theories about flagship buildings, signature design and signature districts have the biggest influence on the design.

This paper discusses the world heritage of Falun and its influence on the marketing of Falun as a destination. The reason for this study is the fact that world heritage nominations can lead to an increased pressure on the destination and an increase in popularity for the place. A world heritage is something unique and odd that can be used in the marketing of the destination in the purpose of attracting tourists, company investments and so on. It has been vital for the study to interview people that work with marketing or have important rolls within the world heritage.With this background the study is focused on three major questions:What meaning does the world heritage have in the marketing of Falun?Is the world heritage important for Falun? If yes: For who and why?Which organisations/persons in Falun have the greatest influence on the marketing process?In order to answer or discuss this question there are discussions in the paper regarding the notions of place marketing as well as the importance of a well outlined marketing strategy as a basis for the formulation of a product portfolio and segmentation strategy as well as strategy for developing a strong profile on the market.The answers to the question are relative and can have a different view in the future.

This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily.