Purpose/aim: The purpose of this thesis is to examine if, and in that case how, the municipality of Umeå worked strategically with its communication during 2014 when Umeå was chosen as ?European Capital of Culture?. The research is mainly focused on the outlines of their communication plan, main goals, what  communication strategies the municipality has chosen to and their choice of media channels.Material/method: Two methods are used for this research; qualitative interviews with four employees within the communication team during Umeå2014 and a text analysis of three formal documents which provide the framework of communication policies and media strategies during Umeå2014.Results: The results clearly indicate a well structured, strategic planning outlined in the formal documents. The four people intreviewed all had a good knowledge of the policies and strategies in the documents, they also described their work in accordance with these..

The reindeer planning system (Renbruksplanen, RBP) is a communication and planning tool designed for Sami groups. A key purpose of this is that it will act as a tool in consultation with other market players, including forestry. Sami groups have asked for a model of how this can be used in a flexible manner. With the Swedish Forest Agency as a project manager, a communication model for how to use the RBP has been designed. It consists of a number of points divided into ?before?, ?during? and ?after? the consultation.

As commonly known, Social Media is a rapidly growing area. Since consumers to a great extent are present in Social Media, this new internet environment is increasing in relevance for consumer marketing. For controversial brands that are regulated in conventional marketing channels Social Media is an extra ordinary marketing opportunity, since social media is a legal grey area. More and more controversial brands are taking advantage of this opportunity, but the effects of these marketing activities are fairly unknown. Therefore there is an interest in examining the controversial brands marketing progression in Social Media.

In the digital era, new services have entered the public libraries, like seeking information on the Internet, in databases, newspapers online etc. But many citizens do not know that these services exist. The libraries have a democratic responsibility to inform about them. In the county of Östergötland a project started in 2001 where libraries in five small municipalities built websites in which they present all their electronic services available. One of the aims was with the help of different kinds of marketing to reach special groups of people, like adult students, small companies and politicians.

Purpose: The purpose of this paper is to study how important brand belonging can be for sport clubs.Method: The method for the empirical research is based on qualitative interviews. The data then gets compared and connected with relevant brand and marketing theories.Findings: The paper finds out the perks and disadvantages the researched clubs gain from the strong brand names they hold, and further discussion for development based on theory is being made..

In recent years e-commerce has experienced a big increase in usage. Internet however, cannot offer the same level of personal contact as traditional shops can.E-commerce is characterized by impersonal and standardized web shops that do not stimulate any emotional connection between the customer and the company. Without this personal contact with the customer the possibilities for the company to stimulate loyalty decreases. Loyalty however, is as important in e-commerce as it is in traditional commerce. The authors of this paper chose the following problem for the study:What marketing strategies are fortunate for e-commerce companies to use to create loyal customers?To research this subject the authors saw it fit to combine qualitative and quantitative research methods.

The response to many on-going or emerging conflicts since the beginning of the 21st century has been different forms of multinational complex peace operations. Civil-military relations are a commonly studied field that traditionally has its focus on nations. This study intends, in the context of organisations, to test the correlation between a civil-military approach and outcome in complex peace operations. A hypothesis has been deduced from researcher Robert Egnell?s theory on complex peace operations, that states that: UN peace operations with an integrated civil-military approach are more successful in achieving their goals than peace operations with a divided approach.

The thesis tries to answer how a combination of financial metrics and marketing metrics can improve strategic decision making. The purpose is to develop a strategic working method for general dealers. The method is based on the two theoretical frameworks "The strategic resource model" and "The importance-performance matrix". The suggested method is being tested in a small retail store environment on the Swedish market. The result of the test shows that a better suited strategy can be developed when this strategic method, which combines financial metrics with marketing metrics, is being used.

Background: Good communication is very important for the safety of patients in emergency situations. Few studies have been conducted regarding communication among health care staff. The aim of the present study was to investigate anesthetist nurses experience of communication among health care staff during a situation of emergency in a hospital ward.Methods: The study is explorative and based on interviews with six anesthetist nurses. A qualitative content analysis was used as an analyses model.Result: The six anesthetist nurses experienced structured communication as of great importance during an emergency situation. Three main categories appeared from the material: i) the importance of the organization ii) communication structure and communication patterns and iii) education and experience with nine subcategories.

The business world has been through an extreme transformation over the past decades, which have forced companies to look at themselves from a new point of view. Consumers have a complete new set of ways to gather information and are more motivated than ever to make sustainable consumption choices. This change of attitudes among consumers has made companies focus on other things than price versus quality. A whole new concept has been brought up to questioning: environmentalism. Consumers demand more organically produced products.

The purpose of this study is to examine how textile companies are using "green arguments" in their marketing strategy and how these arguments affect the competitiveness on the market for each of the six companies.The survey that was conducted is based on qualitative interviews with managers responsible for environmental issues in the field of marketing. The purpose of the survey was to examine how companies are using ?green arguments" in order to create competitive advantages. We have chosen to limit the study to the textile industry with the study being carried out in six different companies. The two main theories that make up most of the theoretical framework are Porters five forces and the marketing mix.The survey showed that companies today are using green arguments in their marketing strategy to gain competitive advantages, but only to a certain extent.

Aim: The aim of this essay is to study the communication strategy that the company SATS developed before taking over the company e2. The following questions are to be answered: - what was the planned communication strategy before taking over the company e2? - did SATS follow their original plan when implementing this strategy? ? Which strengths and weaknesses of the communication strategy can be identified based on opinions of the employees?Material/Method: Together with literature and document studies, a qualitative method has been used and seven personal interviews have been conducted. One informant was selected due to professional position; the other six respondents were former employees of the affected company e2.Main results: The main results from the study show that the company SATS did in fact follow their plan very accurately with only some minor changes such as an earlier started education program and exclusion of an initially planned evaluation activity. Communication about the takeover of e2 to employees was quick and clear.

Med en allt mer konkurrensutsatt marknad är det svårt för företagen att nå ut med sina budskap till konsumenterna. Reklam är inget som lockar längre och möjligheterna  att  slippa  dem  blir  bara  fler  och  fler. Ett  relativt  nytt  sätt  att ändå få ut sitt budskap är att förpacka det i redaktionellt material och göra ett TV-  program  av  det  hela,  programming,  det  vill  säga  helt  eller  delvis förfinansierade program..

AbstractThe development of new economies from the industrial revolution to the information society of today has led to an increase in goods, services and information technology. It has also affected the way that organizations are formed and shown that organizations transform more and more into networks. This has left an impact on the concept of marketing and an increase in the handling of internal relations within companies. The marketing concept has developed from the 4P:s, price, place, product and promotion, to relations marketing as a new perspective.This study focuses on a description of relations marketing in medium - sized advertising agencies. The advertising business has a long history of close customer relations and advertising agencies strongly depend on new customers.

Vätternrundan is an annual sporting event that takes place in the Swedish town Motala since 1966. It is one of the world largest recreational bicycle rides and attracts over 20 000 participants each year. This study focuses on event effects and how an event can be of value within the principles of place marketing. Within this study five representatives were interviewed with semi-structured interviews.The results show that the representatives describe Vätternrundan as a positive event which mostly generates positive effects for the city itself and for the people living and working there. The effects consist of the events ability to create awareness of the place, the possibility to extend the tourism season and several social effects like solidarity and interaction.The result also shows that Vätternrundan is a well-known brand and because of this it can be used as an advantage in place marketing.