Shopping is one of the most important social activities today and the majority of all shopping takes place in Shopping Centres. The number of Shopping Centres has increased and it is important to attract visitors by using the right marketing strategy. Christmas is an extra important period because the turnover normally increases three times in December compared to a ?normal? month. The purpose of this study is to analyze the marketing of Shopping Centres during the Christmas period, and analyze how this marketing contributes to the visitors? choice of Shopping Centre. This is a positivistic study that combines a quantitative and a qualitative method.This study concludes that range of stores and distance are the most important factors when a visitor decides which Shopping Centre to visit. During Christmas it is important to create a Christmas feeling, preferably made by offering decorations and music.

The purpose of this study was to conduct a market survey in order to form a marketing plan to enhance and communicate the image of Vreta Kloster Golf Club. To accomplish this, the authors conducted a situation analysis on the mentioned club. Data was collected through interviews as well as secondary sources. A qualitative content analysis was used to process the interviews. The secondary sources? credibility was scrutinized before their data was used.

AbstractValue Added Tax, VAT, is a general consumption tax that is added to almost all consumption of goods and services. Despite the extensive work of harmonization of the VAT system relating to electronic services, it can be difficulties in determining the taxable land, something that could affect the internal market in a negative way. The Swedish companyStardollABwas double taxed on certain electronic services that they provided consumers in theUK. The problems that lead to double taxation must be identified to ensure free competition and free movement within the internal market. The principle of neutrality pervades the whole of the EU VAT system which can be derived from principles of the Treaty, establishing the common market, and the introduction of the VAT Directive.

The purpose of this study is to investigate librarian?s opinions concerning literature with state supported distribution and how to mediate and market these in the library. The types of mediation and marketing that have been studied are positioning, labeling and oral mediation.The study is qualitative with interviews at seven main public libraries in central Sweden. The respondents of the study were responsible for the literature with state supported distribution within the library.The study is based on a theoretical frame of reference containing theories from Jofrid Karner Smidt, regarding librarian?s mediation in libraries, and François Colbert?s theory on marketing planning for arts and culture.The results of our study showed that librarians have both positive and negative opinions when it comes to the literature with state supported distribution.

Studiens syfte: Vårt syfte är att med hjälp av en enkätundersökning och etablerade motivationsteorier ta reda på vad som motiverar konsumenter inför ett bostadsköp.Metod: Vi har använt oss av en kvantitativ metod och informationen har samlats in med hjälp av en elektronisk enkätundersökning för att sedan kopplas till Self Determination Theory (SDT).Resultat & slutsats: Resultatet analyserades med hjälp av statistikprogrammet SPSS. Faktoranalysen resulterade i 13 faktorer, vilket slutligen gav en bild av 6 olika typer av konsumenter som alla motiveras på olika sätt.Förslag till fortsatt forskning: SDT skulle kunna användas på fler konsumentområden såsom upplevelser, resor eller för att ta reda på varför vi köper olika typer av varor.Uppsatsens bidrag: Vårt examensarbete har bidragit med att identifiera de motiv som driver oss till bostadsköp. Studien har visat att SDT kan vara ett lämpligt verktyg för framtidens fastighetsmäklare och att resultatet kan vara användbart i fastighetsmäklarrollen. .

The ever-growing e-commerce brings many opportunities for society's consumers and businesses. Digitization has strongly contributed to these opportunities and has, among other things, facilitated the search for information and increased the range for the customer. While the opportunities are many, the increased consumption has also brought consequences. The increase in consumption contributes, among other things, to quantities of deliveries and returns as well as increased waste, all of which results in environmental destruction. The issue of sustainability is very topical today and is influenced by almost everything today. In connection with the markets changing, the consumers' behaviors and expectations also change.

The purpose of this thesis is to increase the understanding about consumer buying behaviour when purchasing books online. In order to acquire data for the study we used a questionnaire that 75 students where asked to respond. The respondents were students at the University of Technology in Luleå. Our findings suggest that the following factors are the most commonly cited reasons for deciding to complete the purchase: trust, perceived risk, price, convenience, design of the website and experience. The following factors are the most commonly cited rea-sons for deciding not to complete the purchase: trust, perceived risk, price and the design of the website.

Background: The theater market has matured ? supply now exceeds demand. Government funds are on a decrease, replaced by other means of financing. The city of Stockholm will be introducing a bonus system that will benefit independent theater groups that succeed to increase their revenue and attendance. Hence, the audience will play an even greater role, a tendency some free theater groups come to terms with by interacting with the audience to create value.Thesis statement: What factors lead to the long-term survival of the independent theater groups, allowing them to benefit from the imminent bonus system?Purpose: To analyze and evaluate the marketing strategies of the independent theater groups, in reference to their capability of long-term survival through value creation along with the audience, thereby increasing attendance and ticket revenue.Methodology: The study combines quantitative and qualitative approaches and methods.

The marketing campaign ?Låna dig rik? [Get rich by lending] involved 25 public libraries in three regions; Kronoberg, Kalmar and Blekinge. This paper examines 28 news-articles concerning this campaign, found in eight publications in the responding regions. The purpose of this is to determine to what extent the description of the campaign found therein responded to the intents of its founders and to what extent the public had a say in these articles. The result found indicates that the overall image of the campaign presented in the news-articles was well in correspondence with the intents of the campaign itself but that the public views where arguably absent..

Title: What are you doing - A study in the Swedish Armed Forces marketingAuthors: Johanna Hillforth & Linda OlanderTutor: Josef PallasPurpose: The purpose of this thesis was to analyze the communicativefunctions as the Swedish Armed Forces uses in its marketing communications.Method and material: The used method in this study is a qualitativesemiotic content analysis, and the material analyzed is five ads from five oftheir latest advertising campaigns.Main results: The results of the study have shown that the Swedish ArmedForces primarily uses three of the four communicative functions in theircommunication, by being of informative, expressive and affecting nature..

The purpose of this study is to identify the points-of-difference that should form the basis for Bryggarsalen?s future marketing efforts. Bryggarsalen is a newly established conference business in Stockholm. To be able to identify these points-of-difference, Bryggarsalen?s marketing problems have been studied from the resource-based view, claiming that the source of sustained competitive advantage derive from a firm?s unique bundle of resources.

Title: Social Media ? And customer interaction in smaller firmsSeminar date: 2011-06-10Course: Information Logistics, D-level.Authors: Marie Stenhammar and Ulrika CarlssonAdvisor: Jaime CamposKey words: Social Media, Web 2.0, Co-creation, Viral marketing, Word of Mouth, smaller firmsPurpose: This paper aims to describe the relevance of social media to smaller firms, the challenges and opportunities they face and what strategies they use, in the interaction with their customers.Methodology: The study is qualitative in nature and has an abductive approach. The empirical material consists of in-depth interviews with chosen companies and Internet observations.Theoretical perspectives: Social Media, Web 2.0, Co-creation, Viral marketing, Word of MouthEmpirical foundation: The study takes its empirical base from in-depth interviews with representatives from the small companies and internet observations connected to these.Conclusions: Smaller companies have great interest in social media. They preferably use Facebook, blogs, YouTube and Twitter. Their strategy is mainly to be very active and update their social media regularly.

Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson.Tutor: Peter CaesarTitle: Don?t forget the story ? a study about internal StorytellingKeywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation.Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization.Problem statement: How can internal marketing be affected by internal Storytelling?Method: Our study is based on a case-study of SCA Packaging Sweden AB.

Research on the power of customer involvement, and in particular recommendation is very resourceful. Many studies have mapped the reasons for why customers are willing to recommend, however they often ignore potential differences among brands and how that may affect these reasons. This study is built on a quantitative survey investigating how consumers interact with brands, depending on category affiliation. The categories used were Bhat and Reddy's symbolic and functional, consisting of three brands respectively where each brand represented a different product type.The evolvement of social media has also transformed the platform of recommendation from physical to virtual and changed the way people connect. Thus, taking the investigation further, potential differences between symbolic and functional brands was tested in different social media platforms.

For the last 50 years the amount of available consumer goods has exploded in number, due to improvements in production and technology. The problem is that the overall sales of many categories are stagnant and retailers are unwilling to grant the categories more shelf space. Therefore many categories are crowded with products and hard for consumers to navigate in. The purpose of this paper is to examine the effects of an assortment reduction on several variables relating to assortment perceptions, customer satisfaction and store choice. The study was carried out as an experiment with 127 participants.