Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

This Masters thesis work describes a comparison between two different methods for estimation of the down channel (base station to mobile subscriber) in Wide-band Code Division Multiple Access (WCDMA). The first estimation method, Optimal Feed-forward Channel Estimation (OFCE), is a conventional method that bases the estimates on data that is known to both sender and receiver, so called pilots. The second method, Decision Directed Channel Estimation (DDCE), is an elaboration of OFCE. It also uses user data for estimation. Simulations show that DDCE, in comparison to OFCE, does not attain an improvement in signal-to-noise-ratio (SNR) for high bit error rates (BER).

BackgroundPolitics in some ways has always been about communication and marketing. In Sweden some people believe that communication and meaningful relations with the voters are of no value, instead it is the political content that is of importance. Media evolution has changed the conditions of political marketing; this has meant that the choices of the right communication channels in political marketing have become more important today than ever. Political competition in Sweden has become more even in recent years, this has called for political communication and marketing to be more planed and well thought out. Political parties have therefore begun to spend millions on marketing themselves.

Title: Shop at us ? and we?ll carbon offset! ? How large and well-known companies affect consumers feelings towards their brand by using green marketing and CSR.Authors: Emilie Jäfvert & Carolin RuthbergAdvisor: Christine TidåsenLevel: Bachelor thesis in Marketing, (15 Swedish credits), Spring 2011Keywords: Green marketing, CSR and branding.Question: How do large and well known companies affect their customer?s view towards their brand by using green marketing and CSR?Purpose: The purpose of this thesis is to investigate how high consumer?s value companies who works with green marketing and CSR, and also to find out how it affects the company brand.Method: We have chosen to do a qualitative research with a deductive approach. We have done five open interviews with companies and ten open interviews with consumers to conduct our research.Theoretical framework: Our theoretical framework includes four different areas; CSR- Corporate Social Responsibility, green marketing, brands and consumers. These sub-chapters include theories that will help the reader get a better understanding of the areas.Empirical studies: We have gathered empirical data by multiple open interviews. Two of the five interviews with the companies were face-to-face, two via email and one over the phone.

The overarching goal of this paper is to explain the intensive occurrence of partnerships ? regarded as a specific organizational structure ? in the formulation and implementation of Regional Growth Programs.By using theoretical concepts from new institutionalism, the paper tries to examine the explanatory capacity of this theory in the specific case of partnerships. The basis is a skeptical stance towards the conventional interpretation that views partnerships as rational organizational tools. Hence, the purpose of the paper is also to compare our own institutional explanation with the conventional.The paper finds that the occurrence of partnerships can be understood as the effect of an intensive institutional pressure. The government has, in what we regard as the institution for regional development, prescribed the partnership as a rational solution ? a rationalized myth - to the regional growth problem.

This study was carried out as a commission from Holmen Skog, district ?Egen skog? in Norrköping. During October 2006 several stands were inventoried by aerial photos from helicopter. The stands were those for which the next action proposed was plant inventory or plant check. The photos were interpreted and the number of stems was calculated.

The thesis examines the relationship between consumer attitudes and a scented shopping environment. A relationship and phenomena concerning scent marketing, which could be seen as one of the more provocative forms of marketing since the human sense of smell, is connected to the limbic system where motivation and attitudes are created. The use of scent marketing has, so far, been proven effective in sales increasing whereas it is one of the less explored forms of marketing.The purpose of the thesis is to answer the following question: Is it possible to find differences in consumer attitudes in a scented buying environment compared to a nonscented buying environment, and thereby create new basis for segmentation?The thesis is based on a quantitative study where data has been gathered in a scent manipulated buying environment through structured interviews with consumers. The thesis applies a deductive approach to the main theories in the area of interest.The findings suggest new theory discussing that it is difficult to use consumer attitudes, towards a scented store environment, as a foundation for market segmentation.

The purpose of this study is to provide a longitudinal examination, within grocery retailing, of four marketing tools and their impact on enhancing customer loyalty. The study examines whether the relationship between the four marketing tools and customer satisfaction has a positive effect on attitude and behavior loyalty. The findings from this study show that the marketing tools have not helped enhancing loyalty between 2004 and 2007. Between these years, service quality has the most affect on loyalty. Self-scanning as an effective marketing tool could be questioned, the relation in this study is not supported.

Protecting the environment has with time grown to take a more central role in the society. Agriculture plays an important role in the society since this sector produces our food. More thorough research on how agriculture affects the environment is therefore motivated. This research can be used to improve the agricultural practice from an environmental point of view. This is something that both the farmers and the consumers can profit from. This study aims to form the basis for creating environmental indicators for use of nitrogen and energy on dairy farms. Twenty-three farmers in western Sweden have been interviewed about their farms, both organic and conventional. They produce milk with different intensity, defined as the amount of milk delivered (sold) per hectare of arable land.

In our thesis we investigate how public libraries are working with external marketing via social media. The study aims to found out what the reasons are and how public libraries are using social media to market themselves. Furthermore, how they evaluate the success of these marketing efforts. We limit ourselves to public libraries and its staff. The theory that we have chosen to use to analyze our data is the marketing mix of the 4 P'S (product, place, price and promotion), but we have replaced the ?price? with ?staff? because ?staff? is more relevant for library management.

Abstract Title: Yes logo! What defines a good logo? Authors: Fredrik Dahlin and Vladimir Zunkovic Supervisor: Klaus Solberg Söilen. Department: School of Management, Blekinge Institute of Technology. Course: Bachelor?s thesis in Business Administration, 10 credits. Purpose: To find out which are the defining characteristics of a good logo, from a scientific point of view. Method: We have used a qualitative method consisting of interviews with experts within the marketing area with the goal to test the Swedish point of view against the one in the litterature. We also used a quantitative method to investigate the publics attitude towards the testlogos we created. The purpouse of this poll is to test different colourcombinations and how the marketsegments feel about them. In this poll we used statistical methods to make sure that the agelimits and the number of male and female respondents are correct. We executed another quantitative study towards Swedish marketing companies to create an idea of the businesses thoughts about a good logo are. Results: A good logo is a simple symbol or geometrical form consisting of a combination of colours that reflect the company?s core values, visions and goals.

 Background and aim: Media development and digitalization has expanded the PR industry's working area. More participants are on the media market and it is becoming more and more difficult to define what PR really is and what the PR agencies/departments really do. Is PR marketing, information, event marketing or maybe propaganda? We believe that the complexity to define the term PR can lead to a loss of critical approach to the business, especially among young people. Has the PR industry managed to eliminate their negative image among students in upper secondary school and what do they associate with PR today? The aim of this essay is to examine what a selection of students associate with the term PR and if they are critical to the PR industry or not.Method/Material: The method is a quantitative survey.

AbstractThe purpose with this essay has been to gain a greater understanding and clarify how an arena can create value within place marketing and development of a place brand. This will be achieved through a description of which values an arena causes in the surrounding areas and an understanding of how these values can be interpreted through the place brand. We decided to base our study according to the following two questions:1. What are the underlying reasons why there has been such a big trend with arena project?2.

In this thesis the marketing strategies of two public libraries have been explored and studied.The public library of Kalmar participates in the project GÖK which partly is a marketing project. The public library of Kalmar thereby differs from the public library of Trollhättan which is not involved in the project.The main aim of this thesis was to focus on their marketing strategies and see if there were any differences. The thesis was also concerned with the customers and their experiences of the quality of the services offered by the public libraries of Kalmar and Trollhättan, including the customers' perceptions of the operative marketing, and finally if there was a connection between marketing and customer-centered quality. Qualitative methods as well as quantitative methods were used for the collection of information .The preliminary assumption that Kalmar had a more explicit marketing strategy has been confirmed in the study. However, the customers at the public library of Trollhättan were more satisfied with the total quality of the services offered.

The purpose of this thesis was to describe how service producing IT- companies handles their internal marketing. We wanted to understand how management deal with internal marketing activities and how different companies create a working environment to encourage employees to motivation and well-being. To be able to find out we did a case study on a service producing IT-company. Two personal interviews were done with two of the managers. Our empirical research showed that the company used internal marketing on a daily basis.