The aim of this thesis was to explore and analyze the sponsored debates on Newsmill, so called seminars. How does the sponsor use Newsmills seminars for marketing purposes? Who is allowed to write in Newsmills seminars?To answer these questions we used both a quantitative survey and a qualitative survey.To examine how the sponsors use Newsmills seminars for marketing purposes we conducted a qualitative analysis which included three of the eleven seminars - a total of 26 articles. We examined how the sponsors conveyed the picture of themselves and if the written content in Newsmills seminars contained any hidden marketing. We could see that the sponsor has a great deal of influence on the seminars and also used them to market their brand with hybrid messages.

Purpose: This study aims to investigate the conditions that prevail when companies put their marketing in social media with the purpose of creating a perception of the risks and opportunities it brings to businesses and ultimately how it may affect the corporate image and identity.Theories: The basis of the problem area are presented through a theoretical framework with the purpose of highlighting the notions of social media, communi- cation, marketing communication, groundswell, corporate identity and image.Methodology: To investigate the research questions this study adopted a qualitative approach in which the authors study the properties of a phenomenon in order to seek a deeper understanding of the problems we have presented. There is an exploratory approach to knowledge and the authors have chosen to conduct qualitative research interviews based upon three themes: driving forces, challenges and impacts.Conclusion: The study revealed that traditional models of communication are no longer applicable in social media. Companies are up for a challenge and must clarify their sole purpose when establishing communication in the social landscape. The general motivation for marketing in social media is making profit, however, building relationships is not a natural motive for most companies. The risks companies expe- rience is the exposure caused by social media and the study also reveals that this fear is firmly attached to their lack of knowledge of these new channels of communicat- ion and their primary areas of use which indicates that skilled employees plays a vi- tal role with their use of social media in their communication process.

As today, companies are facing an increasing competition; markets are expanding while customers are getting more informed and fastidious toward companies and their products. For this reason it is crucial for enterprises to create loyal customers, or at best hyper loyal customers. With today's prerequisite this creation is difficult and it is therefore of highly interest to examine possible and alternative ways for enterprises to attain this type of hyper loyal customer. In this thesis we have examine hyper loyal football supporters with the aim to identify mechanisms that create and characterize this type of loyalty. By means of a survey and a focus group we were able to identify six loyalty mechanisms; the ability to influence, vicarious achievement, self-esteem, group affiliation, family and social relations.

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.

AbstractCommunication and information has become a large industry in today?s society. More and more organisations use these means as tools of influence. Non-profit organization?s campaigns, which aim to change a behavior, often have a political responsibility and it is therefore important that these are carefully planned and carried through.

Vårt syfte med denna uppsats är att studera huruvida användandet av eco-marketing, med en miljöcertifiering, kan ha potential att stärka ett etablerat företags varumärkeslojalitet och på lång sikt dess varumärkeskapital. Med utgångspunkt i teorin om varumärkeskapital ämnar vi att titta på hur kunderna till vårt fallföretag, Polarn O. Pyret, uppfattar deras användning av miljöcertifieringar. Den metod vi använt oss av i uppsatsen är abduktiv då vi, med utgångspunkt både i teorin och i Samhällsdebatten, studerar hur kunderna uppfattar användningen av eco-marketing med miljöcertifieringar. Vi har genomfört en kvalitativ studie där vi intervjuat fokusgrupper och genomfört en intervju med en PR-konsult.

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.

This Bachelor thesis is a case study that explores the possibilities and complications to use social media in marketing purposes. The case involves a company that sells garments for men. The company, named Mouli, has decided to use social media as their marketing platform. The company makes an interesting case, since they are still quite new on the market and have all the possibilities to succeed.The purpose for the thesis is to examine Mouli?s use of marketing in social media and to evaluate what could be done to amend the communication.

Market capitalism sets the conditions for how the world is conceived, experienced and organized at various spatial scales (global to local). Currently, competitiveness, entrepreneurship and economic growth are key values that shape how the world is conceived, experienced and organized. Discourses of place marketing, place branding, and the construction of places as (economic) products, are part and parcel of the heightened commodification of space. Tourism has been a major factor in the commodification of place and space. More often than not, tourism has been seen as a possibility for peripheral places, in their struggle finding new ways towards development.

This master thesis concerns the subject of a reference service named Book-a-librarian. The service makes it possible for the library-user to indulge in a subject with the help of a librarian after having made an appointment in advance. The main purpose of this thesis is to study the function of it. The methods used are a mix of literature and empirical studies to be able to comprehend and explain the practical nature of the service as well as placing the service in a theoretical framework. The empirical study is performed by a questionnaire, where librarians working with the service are asked to participate.

Till följd av en ständigt ökad konkurrens blir det allt svårare att som ny aktör att ta sig in på olika marknader. Vad som däremot kan underlätta etableringsprocessen för nya företag och varumärken är att associeras och förknippas med redan etablerade och välkända varumärken. Företaget gooh! är ett nytt måltidskoncept som funnits i drygt två år och är ett samarbete mellan Lantmännen och Operakällaren. Det intressanta här är att företaget gooh! har två kända varumärken som medverkar och står bakom konceptet.I den här uppsatsen kommer vi att undersöka hur Marketing mix modellens faktorer påverkar en konsuments första köp av en gooh! produkt, med syfte att se om någon av dessa faktorer är mer viktig än någon annan samt att se hur dessa samverkar med varandra. Vi vill också i denna uppsats se hur konsumentens första köp påverkas av att två starka varumärken står bakom konceptet gooh!.Undersökningen baseras på en kvantitativ undersökning där vi slumpmässigt frågat 50 konsumenter som alla handlat i en och samma gooh! butik.Resultaten vi kommit fram till i denna undersökning tyder på att den valda ?platsen? av butik, dvs.

Diversity Marketing eller mångfaldsmarknadsföring är ett fenomen som har spridits från USA till andra delar av världen senaste decennierna. Etnicitet och kulturell tillhörighet uppfattas allmänt påverka bland annat konsumtionsmönster och individers preferenser. Det innebär att etnicitet har kommit att bli en segmenteringsvariabel och uppfattas vara ett tillämpbart marknadsföringsverktyg. Vår utgångspunkt för uppsatsen är att etnicitet och kulturell tillhörighet inte problematiseras i de sammanhang där Diversity Marketing förekommer. Dessutom finns det en direkt risk att en betoning av till exempel etnicitet bidrar till att individer kategoriseras och fastnar i oföränderliga identiteter.

The purpose with this essay is to study how a micro enterprise builds a brand. This because the current situation makes it difficult to stand out from the vast amount of marketing messages available in the market without having an extensive marketing campaign. Small companies do not have the opportunity to put a lot of recourses as money into marketing as the large companies do. Neither do they afford to repair a brand failure.Brand building is a process that constantly is in progress in a company, large or small. To make this process concrete we have chosen to study the four factors; brand awareness, perceived quality, brand associations and brand loyalty.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

The purpose of this essay is to analyze and understand how producerbrands are able to communicate their brand through today's marketing channels, also how development and changes that occur in the society can affect the producers communication abilities. We have seen a tendency that many retailers have created their own brands that are competing with the producers, this leads to the fact that producers in some cases are having trouble communicating their brand to the end-consumer. The fact that the producers marketing through retailers now is more limited than before, the producers now have to capture the consumers wants and needs through other channels.This essay is based on a qualitative method involving seven interviews. The persons that we've chosen to interview are carefully selected based on their specific knowledge about the subject in question..