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.

Background: The background shows that since the consumption patterns constantly are changing and the Internet usage is growing it creates more opportunities for the companies to interact through new media. There are two ways to go for companies that intend to use social media as a marketing strategy, to be in the possession of their own information or get help from a third party.Problem definition: What factors are important in the long term survival of the companies when choosing a social media?Objective: The objective of this essay is to analyze and evaluate the personal blog and the company blog as an information technology strategy.Method: The essay will have a hermeneutic and quantitative approach in the form of a survey. Theories: Consumer Behavior, The Buying Decision Process, Involvement Theory, Business Concept, Branding, Total Communication Theory, Word-of-mouth/web and Service Profit Chain.Empiric: The empiric will consist of the results from the survey.Results: The result shows that the blog is effective as an information technology strategy however the companies should adapt their choice of blog to the products that they sell.Conclusion: Important factors for companies that seek long-term survival are involvement, communication and loyalty. It is also important to use a relationship marketing approach. .

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.

The process of food production has changed dramatically over the past one hundred years. Industrialization has led to large units of production, manufacturing, distribution, marketing and retail business. The final food product, in this system, is quite often fairly anonymous and the consumer will most likely know very little concerning the origin of the product. In recent years, the market for locally produced food has grown. There is an increasing interest in and demand for locally produced food items.

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.

The authors of this paper intended to study and compare local secondary schools(municipally owned schools) and independent secondary schools(privately owned schools) in Stockholm County. The purpose oft his paper is to explore how secondary schools market themselves and whether the view and use of marketing is different between municipal and independent secondary schools. The essay is by nature multi-case study and interviews were conducted with representatives from four high schools, two municipal and two independent, one representative from Education Committee and one from Privet Schools? Association.The introduction of School reform in 1992 enabled opening of privately owned schools and empirical datas hows that before 1992 secondary schools did not have the same extent of competition and the need of marketing was not widespread, but today there is fierce competition among secondary schools. The introduction of School reform changed the conditions for the Swedish school market, greater freedom of choice led to atougherfight for the students, which in turn increases the competition between secondary schools.

This paper discusses the issue of trade dress imitation in the grocery sector. Our study has its starting point in the conflict that may arise between a brand owner and an imitator following an imitator?s marketing actions. In this study we look at the Market Court?s precedents in which this question has been addressed.

For many companies, the Internet has revolutionized the relationship they have with their customers concerning costumer service. The use of Information Technology in regard to Internet as a media has provided companies with the opportunity to build customer databases in order to target their customers individually. The airline industry was one of the first pioneers to use the full potential of Internet to improve customer relations and its profits which we aim to investigate in greater detail in our thesis.Our thesis answers the question on how Scandinavian Airlines' (SAS) Eurobonus department uses their website to create valuable and profitable relationships with SAS loyalty club members through direct marketing. In order to answer our research question, three key informants have been interviewed - each representing different sub departments at Eurobonus; service and support, IT and marketing. Our results were that the Eurobonus department use direct marketing methods by sending customized e-mail offerings to target specific customer, using their customer databases.

Breaking through the clutter and getting consumers? attention is a constant battle for marketers. Could consumer magazines be the solution to the problem? It is not a new marketing method but consumer magazines do not look like traditional marketing and they offer consumers value. Since these are qualities that could increase consumers? will to take part of commercial messages, it might be a method that deserves more attention.