This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily.

Purpose: The aim of this thesis is to examine how word of mouth and buzz marketing affects Uppsala´s businessstudents attitudes towards Red Bull. To solve this purpose we intend to answer some underlying questions.Theory: We have used relevant theories within word of mouth, buzz marketing and consumer behaviour. Our thesis will bring up the essential parts within these three different theories that we believe are relevant to our purpose.Method: In this thesis we have used both quantitative and qualitative methods such as interviews and questionnaires. The questionnaires will be handed out at Economicum at Uppsala University.Empirical study: This part is based on our questionnaires handed out to business students at Economicum, but also on our interviews made with employees working for Red Bull.Conclusion: Our empirical study has given us a clear picture of how Red Bull works and use marketing tools to promote their product. Through our questionnaires we have also found out what attitudes consumers has against the brand and the product.

Idag går det att publicera och hämta information från databaser på Internet. Inom hälso- och sjukvården kan förbättringar av vården ske om patientjournaler fanns tillgängliga på Internet. Här undersöks om det under svenska förhållanden är genomförbart. Studien syftar till att belysa för och nackdelar med att publicera patientjournaler på Internet samt att belysa specifika egenskaper hos patientjournaler som måste tas hänsyn till vid en eventuell publicering.Informationen om en patient måste skyddas mot att obehöriga kommer åt eller ändrar den. Den måste även vara åtkomlig just då den erfordras av en auktoriserad användare.

Sekretessbelagd.

Syftet med denna undersökning är att ta reda på vad den elektroniska handeln via digital-TV har för förutsättningar att slå sig in på den redan befintliga marknaden där bland annat Internet finns. Elektronisk handel via digital-TV är en tjänst som inte finns idag, men som skall introduceras under hösten 1999.Eftersom handel via digital-TV inte finns i dagsläget, har en jämförelse gjorts mellan digital-TV och Internet för att på så sätt få ett mer konkret resultat vad det gäller digital-TV. Den elektroniska handeln via Internet är på frammarsch och om tekniken fungerar bra på Internet, kan erfarenheterna även utnyttjas och användas på digital-TV.Rapportens resultat visar att den elektroniska handeln via digital-TV kommer att fungera och även att handel via digital-TV kommer att bli ett komplement till Internet. Rapporten visar också vilka produkter och tjänster som kommer att finnas tillgängligt via digital-TV..

Då samhället har utvecklats från att ha gått från informationssamhälle till ett upplevelsesamhälle ställs det högre krav på att företag och organisationer ska se individen och dess behov av meningsskapande. Upplevelser används inte bara för att sälja produkter och tjänster, utan även i marknadsföringen av dem. Marknadsföringsbranschen är också i ständig utveckling för att hitta nya kreativa vägar och lösningar att nå ut till sina konsumenter. I dag är människor konstant uppkopplade på nätet via sina smarta mobiler och surfplattor. Ungdomar i denna fallstudie, även kallade generation Y, har visat sig ha en stor påverkan på utvecklingen av internetbaserade tjänster och produkter.

In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions?Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. Most consumers will also have strong feelings of being deceived, which could instigate harmful post purchase behaviour such as negative word-of-mouth and possibly, based on some earlier cases, boycotts.The result of our research shows that the brand perceptions and future purchase intentions of Generation Y, persons between 18 and 30 years of age, are affected in a less negative way than the brand perceptions and future purchase intentions of older generations when finding out about stealth marketing practices in social media. However Generation Y:s reaction is still negative and they do consider traditional web banners to be more credible than status updates on Facebook.

The aim of this thesis is to research if and in that case how, marketing of Swedish public libraries is used as a possible work method in a time when they are marked by changes in the form of cut backs and technical innovations. With a strive to get an overview by the possible debate I have chosen to do a closer exam of 20 texts published in five of the biggest Swedish library publications during a period of 20 years. My research is based mainly upon Philip Kotler?s marketing theories regarding non-profit organization as well as Eileen Elliot de Saéz interpretations of these to a library context. The first part of the essay therefore consists of an introduction of these, as well as a rendering of their method of work, which shows the width of the conception of marketing.

Relationsmarknadsföring har idag blivit en central del i många företags marknadsföring. Kort sammanfattat är relationsmarknadsföring ett marknadsföringssätt som fokuserar på att etablera och utveckla relationen till kunden. Eftersom en konsument idag, bland annat med hjälp av Internet, har tillgång till väldigt mycket information ökar medvetenheten och ger kunden en större möjlighet att välja var och av vem hon ska handla. De konventionella marknadsföringsmetoderna blir alltmer ineffektiva och företagen lägger istället mer energi på att skapa en relation till kunden som individ. Inom modebranschens detaljhandel syns detta tillvägagångssätt i form av kundklubbar, nyhetsutskick och den personliga interaktionen i butikerna.

This essay aims to investigate how Swedish Public Libraries market their activities in video games for youths. It also highlights how the library, on the basis of the unique opportunities of the video game medium, can develop this marketing to build a relationship with youths. The empiric evidence is based on a survey of answers given by 30 librarians responsible for video game collections, and qualitative telephone interviews with three of them. The essay?s theoretical framework is based on Philip Kotler and his co-authors? marketing theory which consists of five stages: Marketing research, segmentation, marketing mix, implementation and development.

The purpose of this thesis is to examine if academic libraries market e-journals, and if so how this work is carried out. The ambition is to study what channels and methods the Libraries use, to inform their users that they have access to e-journals. The aim is also to survey if the libraries evaluate the use of the e-journals, and if so how. The objectives of the work are reached by using two main methods, document analysis and qualitative interviews. The study has been performed on three university libraries.

Sports Marketing is a growing part in the world of sports today. Our main purpose of this paper was to analyze which role marketing plays for an ice hockey organization in the Swedish elite today. For this study we did a case study research on the Swedish team Södertälje Sportklubb, where we interviewed seven people. In addition to the people in the organizations we chose to interview two sport journalists. This research was made from an organizations point of view and all of the interviews were of qualitative character.

The knowledge development regarding in-store marketing has shown that influencing a consumer in a store setting is a powerful tool to change the consumer?s buying patterns. However, the store as a marketing channel lacks, in many ways, conducted academic research and according to marketing theory investments into in-store marketing tend to be taken without advanced marketing consideration. As a consequence, we have chosen to generate new insights into the field of in-store marketing by studying in-store demonstrations both from a behavioral and a mental dimension. Furthermore, we have also chosen to study how different consumers with different degree of loyalty and buying patterns are influenced by an in-store demonstration.This study aimed to obtain a better understanding of in-store demonstrations through breaking down the demonstration into its core elements and from these elements construct different types of demonstrations.

Ordet upplevelse används idag av många företag i olika branscher för att beskriva företagets tjänsteutbud. Inom marknadsföring används upplevelser för att tränga igenom det tilltagande mediebruset och för relationsbyggande åtgärder. Syftet med uppsatsen är att undersöka huruvida eventbyråer profilerade inom relationsskapande event marketing använder begreppet upplevelse och vad det har för betydelse för deras verksamhet. Med ett hermeneutiskt förhållningssätt och en induktiv ansats har jag genomfört en kvalitativ intervjustudie baserad på intervjuer med sju eventbyråer. Studien visar att upplevelse som fenomen är en viktig effekt av relationsskapande event marketing, men att det finns en paradox ifråga om användningen och beskrivningen av begreppet.

The purpose of this study was to find out what are the information needs of the nurses and if the hospital library can satisfy these needs, and see how the hospital library reaches the nurses with their information provision. The main questions are: what kinds of service exist at the hospital library? What kinds of needs have the nurses concerning the hospital library? How are the needs satisfied by the hospital library? What marketing strategies are used by the hospital library to reach out to the nurses? Is it enough to achieve the goal? The method in this study was a case study with the emphasis on the qualitative interviews. The study was conducted at the hospital library at Södra Älvsborgs Sjukhus in Borås. The interviews concerned the nurses views on the hospital library, information needs and marketing.