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.

Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel.Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies? activities on the Internet.Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels.

The aim of this study is to explore if and how library managers market their competence in communication with local politicians. It is also our aim to find a definition of the competence of librarians. The report identifies and describes problems and possibilitieswith marketing of competence to politicians on the basis of one Swedish municipality's library managers. In order to fulfil this aim we have used a literature study on marketing, competence, the political process and the librarian profession. We have alsocarried out an empirical study where we interviewed ten library managers in onemunicipality, seven politicians in the same municipality and ten representatives for central professional organisations mainly in Sweden.The results are that most library managers don't market their competence because they don?t believe in marketing competence.

Many companies are presently investing in different types of environmental strategies, and it is varying to what level they channel their resources to environmental efforts. It is also diverging to what extent organizations effort to profile themselves as environmentally conscious. This can be due to difficulties in reaching out to customers and to finding the most efficient method of green marketing communication. The aim of this study is to analyse how an insurance company more actively can communicate environmental matters foremost in their contact with customers. One can in different mediums daily follow debates and discussions concerning the environment. Many insurance companies have also identified their role in performing green work.

The aim with this study was to describe how the board members of athletic clubs view and value their youth program. A qualitative approach was used in form of interviews. The interviews were made face to face as well as being taped, this to facilitate the analysis. When the board members viewed their youth program to be in alignment with the overall club philosophy there was a discrepancy between their views and the ?de facto? conditions of the youth program.

In this paper, we examine the attitudes of 16- to 19-year olds towards stealth viral marketing in the form of videos posted on websites such as Youtube. Apart from their general attitudes towards the phenomenon, we were also concerned with their views on the ethics involved in this marketing method and how this affects their view on the companies behind the advertising. To accomplish this, we administered a survey to a sample chosen by convenience. Using the Persuasion Knowledge Model and prior research on the subject, we then analyzed the gathered data and reached the conclusion that the respondents in our sample were mainly positive towards stealth viral marketing in this particular form, that they generally did not consider it unethical and that even though most considered the companies to be responsible for such videos, teenagers were not likely to take negative actions against them if they found out that a video that they had seen was in fact a stealth viral video..

The purpose of this essay is to examine which factors that influence the design of internal control in municipal context and how well it works. We choose seven municipals, where we interviewed the administrative managers, the chairmen of the committees and two persons of the staff in each activity unit. The interviews were performed by telephone, due to the keeping of the essay?s timeframe.The theory in our essay comprises eight hypotheses. These hypotheses were operationalised into different variables aiming to make statistical tests possible.

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.

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.

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.

This thesis examines how marketing by secondhand apps affects young adult women's consumption habits, investigating whether these platforms promote or counteract overconsumption. While the secondhand market is considered more sustainable than buying new, these apps may still encourage overconsumption. The study focuses on the marketing strategies of three major secondhand apps in Sweden: Tradera, Sellpy, and Vinted, analyzing their impact on consumer behavior using the AIDA model (Attention, Interest, Desire, Action). Based on qualitative interviews with eleven women aged 20-27 and the authors observations of the apps marketing activities, the study finds that secondhand apps often emphasize environmental benefits and makes secondhand shopping accessible and appealing. However, the marketing tactics used by these apps, including frequent push notifications, targeted advertisements, and influencer collaborations, may lead to increased consumption. Overconsumption causes significant environmental damage, and while the secondhand market can mitigate these effects by extending the lifecycle of items, the emphasis on convenience end environmental benefits can inadvertently encourage more consumption. The study concludes that secondhand apps play a complex role in consumer behavior, balancing the potential for sustainability with the risk of promoting overconsumption.

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.

The purpose of this thesis is to explore how the internal information processing and management is carried out within a unit of Viskafors municipality. Furthermore, to explore and make recommendations of how the organisation can improve its internal information management. To get a full picture I have interviewed people at different levels of the organisation. The main findings showed that there was a dysfunction in the internal information processing and management. For example the study showed that the internal information did not reach out to the different parts of the organisation due to insufficient information processing.

The problem area was identified due to the fact that research within internal audit is fragmented and insufficient, simultaneously to internal audit becoming more common in the public debate. Crises and scandals in companies such as Enron in the US and Skandia in Sweden have resulted in new regulations regarding how companies should be governed. These regulations have been established in Sarbanes Oxley Act (SOX) in the US, and in Sweden the Swedish code for corporate governance will be implemented in 2005. The regulations imply that companies must provide sound internal control and to accomplish that, companies should have an auditing and consulting internal audit function. The Swedish code for corporate governance denotes that companies can decide to comply or explain why the code is not complied.