Alkoholkonsumtionen i Sverige är högre än på mycket länge. Med nya överenskommelser,som öppnade möjligheter för alkoholbranschen att marknadsföra sina produkter, utsättskonsumenter för ökad påtryckning av önskad kommunikation från företagen. Företagenskommunikation riktar sig gärna till den yngre allmänheten som ofta formar sinauppfattningar och attityder genom inlärning och erfarenheter. Uppsatsen behandlarhuvudsakligen företagets kommunikation med hjälp av tre angreppssätt; medieval,förpackning och reklam. Beroende på förespråkarens kön uppfattas reklamens inriktning oftaolika.

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.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

This study is an attempt to examine a hospital library's difficulties in reaching customers with consumer health information. The method was a case study of the consumer health service in the hospital library in Västerås, a town in Sweden. Qualitative interviews, observations and written material were used. The approach was from the actor's point of view with the intention to look upon the problem with the eyes of those who work at the hospital with information to patients, that is librarians and medical staff. Theories about marketing in service organizations and how to develop new services were used in the study, as well as theories about communication and different cultures within organizations of different kinds like the library and the hospital.

Bakgrund:Idag används många olika tekniker för att fånga uppmärksamheten hos vår tids upptagna människor. Det är inte längre tillräckligt för en annons att innehålla fina bilder och en bra slogan, det vill säga att enbart förlita sig på traditionella marknadsföringstekniker. Företag som vill försäkra sin överlevnad måste idag använda sig av nya och alternativa medier på ett innovativt sätt. Något som också har blivit allt vanligare är att använda sig av marknadsföring med hjälp av word-of-mouth (WOM) ? en sorts marknadsföring som förlitar sig på att konsumenter delar med sig av sina erfarenheter och åsikter om en viss produkt, tjänst eller varumärke till sina medkonsumenter.Syfte:Genom en explorativ undersökning samt parallell användning av kvalitativa och kvantitativa undersökningsmetoder vill vi genomföra en fallstudie på en utav Sveriges största aktörer inom destinationsbranschen ? Apollo.

Background: It has been a common perception in the media in recent years that external shopping malls extinguish the trade in Swedish downtown areas. Factors that promote external shopping malls are that customers become more and more indolent and more people buy cars. Despite this fact, downtown areas have a great deal to offer when it comes to creating a pleasant atmosphere. Furthermore, customers are becoming more demanding and want something extra while doing their shopping. More and more shopkeepers therefore realize the importance of events as an instrument to offer experiences to the customers.Purpose: To investigate whether shopkeepers in downtown Linköping consider the external shopping mall in Tornby a competitor or not and, if so, in what ways the trade in the downtown area has been affected by Tornby.

This exploratory thesis uses qualitative research to investigate how digital music is beeing packaged. The main study consists of 11 deep interviews with key representatives of the digital music industry in Sweden. These are (record companies) EMI, SonyBMG, Universal, Warner, (DSP) InProdicon, (mobile operators) 3, TeliaSonera and (cell phone producer) SonyEricsson. Packaging is a concept of marketing that has specific implications depending on which good or service that is being packaged. Packaging occurs at different levels in the production chain.

Our planet is faced with enormous challenges as the extreme weather events related to the human-caused climate change continue to gain strength. The scale of the problem has made changing human behaviour the central focus of sustainable development, and both public and private sector are expected to gain relevant expertise and introduce this work in their agenda. Over its 40-year history, social marketing has become an established field providing tools for social change, but compared to health promotion, sustainability has not been a major focus of social marketing research so far. At the same time, sustainable lifestyles are embedded in complex systems where both individual factors and those of physical and social environment play a defining role in their adoption. Communities are a good example of such environments, and they became the key focus of Community-Based Social Marketing, which combines different insights from psychology to suggest a step-by-step framework for crafting behaviour change campaigns. However, it has not been applied to larger and diverse communities, like cities, and has not focused on sustaining new behaviour over time, which is crucial for creating sustainable lifestyles.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

Background: Increasing globalization has changed the business environment and also resulted in increased awareness of the consumers and demand for higher standards of social responsibility. The companies brand strategies has gain in importance in order to strengthen their brands. A part of a company's CSR, CRM, cause-related marketing, which is a relatively new marketing strategy and created when companies choose to partner with charities and market it. Garment/clothing industry has as many others come to be shaped by the effects of globalization, but has also endured heavy criticism over the years. This criticism is largely because of the outside world's reaction to the exploitation of developing countries.

Along with the increasing trend of online advertising comes an increasing avoidance behaviour from the observers. The marketing communication now requires a valuable content, which leads to the creation of new online advertising forms; including content marketing, advertorials, online ads and the latest rising star - Native Advertising. The last-mentioned also constitutes the basis and object of study for this paper. The purpose of this study is to shed light into this relatively unexplored topic and concretize the true effects. There are many examples of how Native Advertising is framed and implemented, but little hard facts and real figures.

Purpose:Only 60 percent of the newly started companies survive their three first years. The purpose of this report is to obtain a deeper understanding regarding how newly started companies work with their positioning and if there are some kind of a relationship between positioning and the survival rate of newly started companies.Research questions:Do newly started companies know what position is? Do they incorporate positioning in their day to day marketing?Approach:We have used a hypothetical-deductive way of reasoning and a qualitative study to gather the information needed. We have through interviews asked our questions to six newly started companies in three different cities.Findings:In our essay, we reached the conclusion that newly started companies do not spend sufficient time or energy on positioning their products. The companies interviewed only market their product as a good product.

We were accepted to the field study Dignity and therefore chose to write our thesis in connection with it. Our subject is the oasis of Siwa in Egypt. The society has long been isolated, and therefore, the city has been able to preserve their handicraft methods and values. We chose to study the Ecological and Handicraft Development Center, which is a newly opened center for craft production. We wanted to see how the centre could use storytelling as a marketing strategy.

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.