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.

The aim of this Master thesis is to make a survey of the public library staff-relations at work and discuss relationship marketing as it applies to public libraries. Relationship marketing involves the establishment, maintenance and development of users and other library-related relationships, including the relations among the library staff itself. Good relations among the library staff is a necessary condition for good relations with others. The focus of relationship marketing is at the user?s needs, wants and demands instead of the library collections and services.

Background and problem: Corporate Governance is a well-known phenomenon which has been the focus of plenty of research where the board of directors and the CEO have been regarded as important actors. What's affecting decisions regarding these actors has been debated whereas media has been pointed out of having an impact. To decide whether or not media can affect Corporate Governance have shown to be problematic whereas it exists divergent views regarding this. At the same time this relationship is more explored in other contexts than the swedish one, although this one is considered suitable for this. Consequently there is a motive for examining medias impact on Corporate Governance in Sweden. Purpose: The purpose of the thesis is to explain if media has an impact on Corporate Governance at an overall level.

PurposeThe purpose of this study is to investigate whether a combination of product placement and traditional advertising can enhance the company's marketing. We perform this study because we believe that the consumers consider traditional marketing in many cases obsolete.TheoryThe study?s theory consists of topics and terms of product placement, traditional marketing, branding and communications. Theories used in this study were the basis to answer the study's research question using empirical data gathered during the study.MethodThe study has a deductive approach with a qualitative focus, therefore, the study is based on existing research, which was later to use for the data extracted from the interviews. The approach is going to show differences and similarities between how it looks in reality versus theory.ConclusionThe results of this study show that product placement can increase the efficiency of traditional marketing.

The interest for alternative forest regeneration methods increased significantly during the 1990´s after 50 years dominance of the clear-cutting system (Holgén & Hånell 2000). One reason for this was that clear-cutting was being more and more questioned by different envi-ronmental organizations and because the forest sector for economical reasons wanted to find cheaper ways to regenerate forests. In the beginning of the 1990´s two shelterwood experi-ments were established in a joint effort by Svenska Cellulosa Aktiebolaget (SCA) and the Dept of Silviculture, Swedish University of Agricultural Sciences (SLU). The experiments include various forms of cutting and shelterwood densities and represent productive spruce forests in central and north Sweden (Roggsjön in the province of Medelpad and Skikkis-jöberg in the province of Västerbotten, respectively ). The experiment next to Roggsjön has been reported earlier in three MSc theses, and is also the focus of this thesis.

Packaging has had little impact in marketing literature. Research has focused on a single transaction approach. Lately researchers are looking at packages as a tool for brand building purposes. Thus, the focus is moving towards a multiple transaction approach, where packages can affect the consumer also after the purchase. For a range of goods extrinsic cues has been shown to have stronger effect on consumers' evaluation than intrinsic ones.

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.

Background                      European football has during the past decades seen a fast development towards a more professionalized and commercialized climate. This had led to the fact that a lot of clubs are run like any other company, and the focus on marketing and market shares has increased. To be able to create a strong brand clubs have to put a lot of work into marketing, not only of their own brand, but of their sponsors and partners as well.Purpose                              The purpose of this study is to (in step 1) analyze how two smaller Swedish football clubs build their brand and work with their marketing communication. In step 2, the purpose is to create a model of how these clubs may work to develop their brand and marketing communication.Method                              With a qualitative approach, the authors of this paper have analyzed text and documents as well as performed two in-depth interviews.Findings                             Both clubs lack a well-developed strategy regarding their work with their brand and marketing communication. However, there are in both cases factors that, if developed correctly, could help build a stronger brand and better the marketing communication.

The purpose in this thesis is to explore the underlying conceptions concerningeuropeanization and public administration that Statskontoret is expressing in itspublications. Statskontoret is an agency in the service of the Swedish State whichprovides the Government and the Ministries with investigations and surveys. Themethodological choice in this thesis is to perform an idea analysis containing twoideal types which correspond with two polar theories, transnationalism andnation-state logic, concerning how a state will react on increasing european-ization. Initially, the theoretical framework is presented, and is followed by apresentation of the content in the relevant publications of Statskontoret. The idealtypes and the publications are examined from six different dimensions with theambition to explore the underlying conception in the publications.

Syftet med studien är att förstå varför medarbetarna på avdelningen Capital Goods, DeLaval, trots rörlig ersättning som motivationshöjare, har svårt att uppnå de mål som är uppsatta i deras balanserade styrkort. Syftet är vidare att komma med förbättringsförslag till ledningen om hur de ytterligare kan motivera sina medarbetare. Varför har medarbetarna på Capital Goods, DeLaval svårt att uppnå de utsatta målen på deras balanserade styrkort? Vad motiverar medarbetarna på Capital Goods till att uppnå målen som är uppsatta på de balanserade styrkorten?Studien är kvalitativ karaktär där intervjuer med chefer har genomförts för att få en bättre förståelse av problemet. Studien är också kvantitativ karaktär, där en enkätundersökning genomfördes för att komplettera de kvalitativa intervjuerna och stärka reliabiliteten i vår studie. I vår undersökning framkom att de flesta orsakerna till lägre måluppfyllelse är sammanlänkade med varandra.

The project has been done in cooperation with Schenker Åkeri AB in Sweden, Halmstad. Theproject is based on an inspection made by Arbetsmiljöverket, where they found minorshortcomings with distribution of goods for the employees. The project is an investigation ofthe drivers? working environment.Schenker Logistics is one of the world's leading providers of integrated logistics services.Schenker Åkeri AB is a subsidiary to Schenker Logistics and transports 2.4 million tons ofgoods yearly.The project started with a background study to evaluate drivers working environment. Wehave studied goods receptions, the working environment, strain injury and injury mechanisms.Methods used was observations, tests, questionnaire surveys and ergonomic andbiomechanical calculations.One result of the study is a working model, which gives recommendations for the maximumweight a driver should push and pull.

Purpose/Aim: This essay seeks to describe in what way different newspapers framed Uppsala Reggaefestival, which is a music festival in Uppsala, Sweden. Not only the local press, but also the framing by national press will be analyzed. Furthermore, it seeks to discuss what causes different frames.Material/Method: The material consist of 96 articles from 4 different newspapers which are being analyzed through a quantitative content analysis method inspired by Melin and Lange, and their ideas of identifying the main message of a text. The media framing of Uppsala Reggaefestival are compared to another similar music festival in Sweden, Arvikafestivalen. By using theories about media framing and media logic the results can, if not explained, at least be discussed.Main results: The study shows that Uppsala Reggaefestival is framed in a way that is focused on the problems within the festival, for example drug abuse.

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 basis for this study is the question of what happens at the point of impact between receiver and message in the case of a social marketing campaign on Facebook promoting sustainable travel. Hence the aim of this study is to analyse the reception of the social marketing campaign Fairadise in a sample of 19 individuals. The design of the study is therefore reception analysis with the help of four focus groups and thematic analysis to later identify patterns and themes in the gathered material. The theoretical approaches were collected from the field of media and communication and focused on public communication campaigns, public understanding of public communication campaigns as well as decoding of messages. The questions posed were; how is the Facebook campaign Fairadise received by the focus group participants? How do the participants read (decode) the campaign; dominant, negotiated or oppositional? And what assessments do the participants have regarding the visual versus textual information in the campaign? Previous research has shown that visual and emotional attributes are of great importance when it comes to interpreting messages about sustainable tourism and that rational information attributes are of less importance. The findings in this study agree with this previous research except when it comes to rational information.