The purpose of this thesis is to analyze green marketing and green brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market.  The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company?s choice of green strategy.

Event marketing är en marknadsföringsform som har växt ordentligt under senare delen av 90-talet och det börjar bli ett naturligt inslag i företagens marknadskommunikation. Trots denna tillväxt har event marketing under en längre tid sammankopplats med brist på utvärderingsmetoder. En avsaknad av utvärderingsmetoder leder till svårigheter att avgöra vilka effekter en event marketing-satsning resulterar i, hur genomförandet kan förbättras samt huruvida event marketing är en lämplig form av marknadsföring i en given situation. En ökad förståelse för dessa eventuella utvärderingsproblem skapar även förutsättningar för utvecklandet av utvärderingsmetoder och därmed möjlighet att besvara liknande frågeställningar. Denna uppsats undersöker vad som skiljer event marketing från annan marknadsföring i en utvärderingssituation, vilka problem dessa skillnader kan medföra samt hur eventuella utvärderingsproblem kan hanteras.

Abstract People who have problems with the written language will face serious difficulties in todays society. Our social structur is based on the criterium that every individual has to be able to read and write, and for this reason it is important that pupils with learning difficulties receive help. The purpose of my investigation is to examine how children with reading- and writing difficulties can benefit throught creative methods. Children with reading- and writing difficulties are in need of these creative methods that exist today. Amongst all of our public healht issues, dyslexia is one of the biggest problem we have today and children are therefor in need of these creative methods. Through  qualitative interviews with two educationalists there has been established thad the creative way of working benefits children in many ways if it is preformed correctly.

The purpose of this thesis is to construct a marketing model to be used both theoretically and practically when working with marketing in Swedish public libraries. This objective is achieved by first making a literature review of the written works on the marketing of libraries, and then studying the marketing activities at the public library in Bollebygd, Sweden. The theory is based on the marketing mix model the 7 ps, which serves as a framework for the presentation of the empirical result and the analysis. One of the questions posed in the beginning of the paper is how the library has worked with marketing over the past ten years. Through a combination of methods observation, textual studies and interviews the marketing activities employed at Bollebygds library are noted.

The purpose of this essay is to analyze and understand the effects that a recession can have on a company?s marketing department. In times of a recession most companies have less means to promote their products to their target market and to build their brand. This means that cutting the marketing budget will show some effects on today?s way of marketing.

The society is developing fast and the development is constantly on-going, new technology results in new opportunities and new problems for both companies and consumers. The use of Internet has heavily increased around the world; this means that the companies can use Internet as a channel of communication to reach the consumers. The most recent type of marketing is web marketing. The fact that web marketing is constantly changing raise the question of how effective different types of web marketing are.The purpose of this study is to investigate four selected types of web marketing. This is achieved by comparing the response from the consumers and the cost for the different types of web marketing.

Syftet med studien är att reda ut vilken roll strategierna Buzz och Event marketing har i PR-branschen idag samt hur de strategiska kommunikatörerna och målgruppen förhåller sig till dem. Studien undersöker också de behov och möjligheter strategierna i kombination har och ska på så sätt generera ny kunskap till grund för strategiernas fortsatta utveckling..

The thesis work focuses on marketing and its point of departure centers on mapping the utilization of social media as a form of marketing. The choice of this thesis subject has been deemed by the authors as one of particular interest due to the current popularity of social media in the Internet connected society and their use as marketing tools. Specifically, this thesis sets out to explore how companies exploit social media tools in marketing and how their use affects retail operations and customer relations in an effective and creative way.The report concentrates on qualitative data collection, the interview answers of four respondents, of which, two are considered experts within the field of social media. The choice of suitable respondents was strategic with the goal of covering as large a portion of the social media field as possible; one social media educator that works with companies and one who assists companies with social media applications. The remaining two respondents work in marketing and communications and employ, as part of their job, social media tools such as Facebook and Twitter.

The purpose of this Master?s thesis is to discuss marketing as it applies to some school libraries. Today?s marketing is about relations. It involves the establishment, maintenance and development of relations with users, non-users and other library related relationships.

Relationship marketing is an important part of the new view of communication strategies. The theories around this subject has a general and global perspective on how to manage relations and communication problems. But somehow the local perspective is forgotten. In this thesis we have focused on the local market and which demands it has on the work with relationship management. The purpose of this thesis is to find out how relationship marketing can contribute to create a high valued brand on a local market.

Every day consumers are bombarded with different marketing messages from all possible directions. At the same time consumers starts to actively and consciously avoid these messages. Therefore, marketers have to start thinking outside the box and find new ways to get consumers' attention. One of these methods is called guerilla marketing. The strength of guerilla marketing is its way to be unexpected and unusual.

Purpose: The purpose with this paper is to get a deeper understanding for prizes and awards as a marketing tool and phenomena. Further we want companies/organizations that use this should be able to make better decisions concerning marketing towards students. Maybe they will get better results on the basis of our investigations. Method: We used the qualitative method when we did the interview that was also non-standardized. The survey was quantitative, and the case study comprises both qualitative and quantitative method.

Idag finns det ett omfattande reklam- och mediebrus i samhället där marknadschefer försöker hitta den mest unika vägen för att få allmänheten att bli intresserade av just deras varumärke.Teorier visar att företag som medverkar i ett event genom kommunikationsmetoderna sponsring eller event marketing erhåller en ökad trovärdighet och stärker sitt varumärke. Hur medvetna är då företagets marknadschefer om skillnaden mellan sponsring och event marketing för att stärka sitt varumärke?Syftet med den här studien är att kartlägga nio marknadschefers medvetenhet mellan sponsring och event marketing i samband med ett idrottsevent. Studien är av kvalitativ art och har ett deduktivt angreppssätt för att besvara problemformuleringen om hur medvetna marknadschefer är om skillnaden mellan sponsring och event marketing när de är associerade med ett idrottsevent och önskar nå en förbättrad image och medvetenhet kring sitt varumärke.Resultatet av undersökningen visar att de nio intervjuade marknadscheferna är medvetna om skillnaden mellan sponsring och event marketing. De anser även att event marketing genererar ett starkare mervärde än vad sponsring gör.

Det finns mycket skrivet om upplevelsens funktion i teorier kring upplevelseekonomin, men upplevelsen som begrepp inom event marketing inte är lika utförligt behandlat. Upplevelsen är ett centralt begrepp som används flitigt i litteratur rörande event marketing utan att man egentligen går in på dess funktion. Diskussionen stannar istället vid konstaterandet att upplevelsens funktion är att förstärka budskapet och utreds inte mer noggrant än så. Syftet med uppsatsen är att öka förståelsen för upplevelsen vid event marketing, och analysera huruvida upplevelseekonomins teorier om upplevelsen är applicerbara inom event marketing. Vi har i denna uppsats använt av oss av en kvalitativ studie för att skapa en ökad förståelse för upplevelsen vid event marketing.

The media landscape has exploded during the last decade, which has lead to a massive advertising clutter. Consumers defend themselves against this intrusive marketing by creating an advertising filter that sorts and blocks. These changing conditions have lead to new and tougher demands on creators and advertisers to create more efficient marketing communication that stands out in the clutter and penetrates the consumers? advertising filter. Many creators and researchers claim that creativity is the most efficient method to stand out in the clutter and generate sought communication effects.