The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies.Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive.

The food industry is an important part of the Swedish economy, It is the fourth largest industry in Sweden in terms of number of employees and production value. Due to the increasing globalization, the Swedish food industry faces new conditions and challenges. Through the Swedish membership in the European Union in 1995 a whole new era of competition began for the Swedish agriculture and food industry. Markets that previously were closed now opened. In retrospect, it should be noted that the Swedish food industry managed well.

The aim of this paper was to examine the specific experience of being bicultural, what ackulturation strategy the person utilized and what influenced the use of this strategy. The findings were analyzed with the help of Pierre Bourdieu?s concepts of habitus and cultural capital. The empirical data was collected through qualitative interviews with four women of Chilean background, who either were born in or had been living in Sweden since childhood. The results of the interviews showed that all the respondents predominantly utilized the integration strategy, meaning that they participated in and felt a connection to both the Swedish and Chilean culture.

The evolution of the media landscape and the introduction of social media have increased thenumber of communication channels tremendously during the last decade. These new channels have also made an impact on the information control, which has shifted focus from organisations to consumers. In order to communicate one coherent image in the numerous existing channels, organisations need to create strategies that take this into account and makes sure the same messages are communicated through all channels. One way to do this is to use integrated marketing communication (IMC). Since the social media is a relatively new phenomenon, there is no clear way of how to include social media into an IMC strategy.

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.

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.

This paper investigates strategic opportunities for film festivals in a digital film business, with emphasis on Göteborg international film festival and the Swedish film industry. Using a theoretical framework of strategy analysis, the film value chain is examined with special regards to disruptive technology, and the film festival's unique resources are linked to industry structure. It is shown that relationships between actors and across sectors are crucial features of the film industry, and hence a network perspective is added to the theoretical framework. Barriers to entry are shown to be relatively low in all sectors except the cinema market, and it is proposed that film festival's could expand into digital distribution, taking advantage of brand strength, customer loyalty and knowledge of industry. The study adds to the mounting research on film festival practice and its significance for marketing and distribution in the film industry, and highlights the emergence of strategic openings in destabilized networks..

Background: Due to an increasing globalization the competition has increased and this has lead to overcapacity and falling prices on markets today. The subject field logistics has during the last decades been given increasingly significance and has become a way to handle the competition. Theories clearly point outthe importance that a concordance exists between logistics and superior strategy but few, if any, authors give further details about how this adjustment should be made. Purpose: The aim of this thesis is with a case study approach survey if the subject field, which describe the importance that logistical solutions correspond with the superior strategy, is known and implemented in a company. We aim to develop the subject field through our empirical findings.

This two years master?s thesis takes interest in the concept of marketing related to the Children?s Library. The purposes have been to investigate the perception of marketing among a few librarians working at the Children?s Library in the Swedish region of Halland and further to analyse their perception of marketing in the daily work at the library. Eventually to analyse the consequences of these librarians approach to marketing related to their perception of the library?s mission.

Viral marketing is a marketing tool that is becoming more common in the marketing industry. As people spend more time on the internet via their smartphones, tablets and computers marketers try to find new ways to reach out and connect with consumers. Succeeding with a viral spread is not easy; it's several factors that are important. Viral marketing encourages consumers to recommend and talk about product-related information with each other. So, what should a viral campaign or message contain in order to create this interest among us consumers? There are few empirical studies done in this subject which makes this kind of uncharted territory.

Detta är en undersökning av Sveriges statsbesöks effekt på Sveriges export. För att mäta effekten använder jag mig av en empirisk modell, den så kallade handelsgravitationsmodellen. Jag finner att det är svårt att hitta starka och statistiskt signifikanta bevis på att Sveriges statsbesök har en positiv effekt på exporten. När man isolerar för statsbesök i Europa utanför Norden finner jag till och med tecken på att de kan ha en negativ effekt. Jag har även jämfört effekten av Sveriges statsbesök med effekten av Storbritanniens och funnit att Sverige har en generellt lägre effekt än Storbritannien, oavsett vilken modell som används..

The purpose with this thesis is to clarify how estate agents working with their marketing and marketing strategies. Our study has occured in Kalmar and we have used five different estate agents for our collection of empiric?s data. We have worked with a qualitative methodology to achieve deeper knowledge about these five company?s which have been chosen for the study.We have selected theories that suit our subject and together with the empiric data these two parts will be compared which concludes in an analysis.

The main purpose of this essay is to investigate if Latvia´s pattern of trade has become more similar to the mature market economies, after Latvia´s independence 1991.Today, the intra-industry trade (IIT) dominates the trade of mature market economies. One of the pioneers of intra-industrial trade is Paul Krugman, who was the first to emphasize the importance "of scale and consumers' desire for variety" in explaining the basis for modern commerce. Customers get more variety and usually cheaper goods when the market gets bigger. I mainly use the modern trade theories to explain the trade pattern in Latvia. To measure how Latvia has developed its intra-industry trade, and thereby is approaching the mature market economies´ trade pattern, I use the Grubel-Lloyd index (GL-index).

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.

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. .