Since Brand Management and Marketing in theory mainly been focusing on the consumer market, our main purpose of this essay is to analyze how a brand also can be appealing to the labour market, to attract and engage employees. Keywords attached to our essay are, brands, recruitment, Human Resource management, theories of motivation, corporate identity, employer branding and internal marketing. The study is based on a qualitative research. Our main reason for choosing this research was to get a closer insight for the phenomen and to establish a major understanding for the subject. To get a better knowledge and to answer and fulfil our purpose we have chosen to complete eight interviews, of whom six respondents representing Service firms.

Internet has opened a whole new world when it comes to marketing. Because of this companies can reach out to a broader consumer audience. The idea to write this essay came to mind, when we were asked to design the website of a new registered company named Artoteket. The company?s purpose is to hire out and market art on the Internet to bigger companies such as banks, law firms and industrial company?s etc.

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.

Since year 2005 the accounting has changed for public companies because of the new international standards, IFRS. IFRS 3 provides a single international accounting treatment for acquisitions and has broadened the definition of intangible assets. By IFRS 3 goodwill is defined as the excess of the cost of acquisition and is separated from intangible assets. Now goodwill must be annually tested by an impairment test. There are many valuation issues to considerate when it comes to deciding the value of goodwill.

This study is on how small companies can use the Internet as a part of their marketing strategy to gain a leverage on their competitors with small means to survive and expand in the global market. Many Swedish small companies still don?t have a sufficient knowledge on how to use the communication channel despite the various advantages the Internet offers.Case studies were conducted of how AdLibris, A-lotterierna AB and SF-bokhandeln perceived the importance of using the Internet as a part of their communications strategy.This new communication channel demand new ways of applying traditional marketing principals. Careful analysis of the interviews and how the answers relate to new and old marketing theories makes the bulk of this study. The conclusion is that the Internet solely is not enough, a combination with traditional marketing tools is the way to succeed in their marketing efforts.

Framväxten av en ny kundlogik, orsakad av teknikens framfart, har tvingat företag och organisationer att hitta nya tillvägagångssätt för att nå potentiella medlemmar eller kunder. Sociala medier är ett fenomen som har utvecklats från att vara ett kommunikationsverktyg för privatpersoner, till att bli ?ett nödvändigt ont? och en viktig del av marknadskommunikationen för många företag.Med denna uppsats vill vi utforska hur en ideell förening använder sociala medier för sin marknadsföring, vilka risker detta medför och vad som kan göras för att undvika dessa. Uppsatsen är en fallstudie som bygger på metodtriangulering och karaktäriseras av en abduktiv ansats. Studien baseras på två kvalitativa personliga intervjuer och en kvantitativ undersökning i form av enkät.

The main subject with this master thesis is to take a closer look at university libraries specially Gothenburg University Librarys operation of marketing the librarys user contact, how it receives various users demands and carry out the interactive and strategic marketing. Marketing is planning, structuring, implementation, analysis and controls of carefully formulated programs, designed to bring voluntary interactions and relations with the target markets, for the purpose of achieving organisational and user satisfaction objectives. The structure of this thesis covers three main parts. Part I reflects the researchers approach to the subject. Marketing researchers such as Grönroos, Kotler, Bryson, De Sáez and Gummesson among others are presented.

Problem formulation? Are there any factors affecting the choice of marketing strategy?? What is it that determines the degree for the company to use a standardized or a adapt marketing strategy?? How profitable is Scania's marketing strategy in each country?Objective: The overall aim of this study is based on local adaptation and global standardization to compare the degree to which the company Scania chooses to adapt or standardize its marketing to the South American and Asian markets.We also aim to compare and describe any factors that affect the countries' differences in marketing strategies and to evaluate and measure the profitability of marketing strategies in each market.Methodology: The study is limited to Scania's marketing in the truck market in Argentina, Brazil, Malaysia and Singapore from 2006 to 2010. In order to answer the study's problem formulation and purpose we have chosen to combine a qualitative and quantitative approach. Four interviews were conducted with marketing executives from Argentina, Brazil, Malaysia / Singapore and Sweden. We have also chosen to examine Scania's annual report and include figures on the market shares of Scania in the respective countries and the number of sold Scania truck which is then compared against the number of registered vehicles by country.

Background: The hotel market has become undiversified and the competition has increased rapidly. At the same time the environment aspects has been given higher priority and the trend continues to extend. A green marketing strategi has proven profitable if the company achieve a high credibility.Problem definition: What factors are important for hotel companies to attain long term business survival trough a green marketing strategy?Purpose: The purpose with this paper is to, trough a case study of Scandic Hotels analyze and find the relationship between trustworthy environmental work and internal factors.Method: This study is based on both qualitative and quantitative research methods. The qualitative data has been gathered through interviews with five different levels of personel, both management and employee, within the company.

AimThe aim of this study was to find out how the research that has changed CPR training developed from a historical perspective. The question at issue was: When the recommendations for chest compressions/ventilation, defibrillator and education have been changed, what kind of research led to the development?MethodTo fulfill the aim of this study we chose a review process. First we read the international guidelines for cardiopulmonary resuscitation (CPR) published by the American Heart Association (AHA), from year 1980 until year 2010. Secondly we chose the most important changes that had been made within the issues we had selected, then we examined the research that had supported these issues.

AbstractPurposeThe purpose of this thesis is to examine the Swedish students? habits regarding videos on Youtube and create an understanding towards what makes them viral. The purpose is also to state how companies should make use of visble and hidden viral marketing to get their message out to the customers.MethodThe thesis uses both a qualitative and a quantitative method. At first there was a qualitative focus group with 6 Swedish students. The focus group generated valuable information which later was used to create surveys.

Since the beginning of 2007 Stockholm Resilience Centre has produced scientifictransdisciplinary research in the subjects of sustainability and resilience. There is a highambition to communicate the results of the research to key stakeholders. One of the targetgroups is policy makers, because the mission identifies this group as important when reachingfor the main goal (vision) of the research institute. The media of choice is an e-newsletterwith the latest resilience research produced within Stockholm Resilience Centre. It is at thesame time an opportunity to bring forth the organisations objective connected with the vision.The newsletter is studied in the light of marketing communication with the purpose to clarifythe needs of policy makers, examine the limits and possibilities of the media and theorganisational aspects with the intention to give guidelines concerning the development of thenewsletter.

With focal point on the national directions, created by Länsstyrelsen (Swedish county administration) in cooperation with National Method support against Trafficking (NMT), this paper aims to depict the phenomena trafficking and also portray the concurrent counteracting against trafficking in Sweden that authorities exert. All involved participants in this mechanism have their particular remit and their ability to interact is hence of utmost significance.In order to fully comprehend and be able to analyze these unified operative execution-elements and processes in Sweden we also have to understand what is proceeding in the international arena. The organized crime-combine is not restrained by boundaries and continuously develop and refine methods in sexual trafficking, that has grown into an expanding multibillion industry. International counteracting is consequently a worldwide existing matter of utmost interest. Therefore we will also, in our report, present international machines such as International Organization for Migration (IOM).In regard to the proceedings in the international arena, concerning empirical and methodical techniques and information of research findings, the International Organization for Migration (IOM) occupies the leading place in the analysis.The main focus, the cornerstone of this paper, is an inquiry into the formerly relatively unknown and unexplored aspects of what happens to individuals who have been subjected to sexual trafficking in Sweden after governmental intervention implicating forced re-allocation to the country-of-origin.

abstract buzz marketing, the phenomena Have you ever thought about why the small French pastries called macarons suddenly became so extremely popular? Soon they were seen everywhere in the media, on every celebrity party and shortly after of course on every Swedish person?s cake dish. Could it be that a trendy it-girl happened to mention these lovely creations in her blog?What (or who) is it really that decides and controls what is popular and what is going to sell? If one individual can influence a whole group of followers it is definitely something marketers should take advantage of. One cannot any longer rely on traditional advertising, one needs to be more creative and rethink the possibilities to get through the media noise.

A change is gradually taking place in the media industry. Traditional communication channels are being replaced by new, electronic, ones (Johnson, 2003). Segmented marketing is gaining popularity, as the mass-marketing model is becoming more or less obsolete (Kotler et al. 2001). At the same time, the consumers? attention span is more divided than ever (Neff, 2004).