The purpose of this bachelor thesis is to examine the methods public libraries can use in order to market youth services. It is also a chance to evaluate an untested marketing model adapted to public libraries. Young people are one of the most difficult groups to attract to the library and thus librarians need adequate methods to deal with this problem. We have interviewed librarians, carried out observations and examined documents in accordance to the triangulation method. Before one can begin marketing the libraries one ought to know of how marketing is done and the principles behind it, therefore we have given a simple explanation of marketing and marketing theory.

The aim of this essay is to examine how the Internet functions as a communication channel to Event Marketing. We have investigated what makes the Internet unique as a communication channel for events and how Internet has been used for event marketing. We have mapped fundamental theories within marketing, media, communications and human-computer interaction, which together describe event marketing. We have carried out case studies on two event-marketing projects where the Internet has played a major role. The first project was XCT which is a project developed by the company Eventum AB.

In this paper the authors aim to examine the effects on consumers using different strategies in a campaign within social marketing. A model by Evans et al (1996) has been used in order to see the different steps in which advertising catches the viewers? attention and eventually leads to action or purchasing. However, in the case of this thesis, the intention of the chosen campaign is to change the consumers? attitudes and behavior towards alcohol.

Background: The strategic importance of purchasing departments is increasing, yet supply risks are rather uncharted. The procurement of coffee involves supply risks and the purchaser needs to be able to handle these to enable the roasting-house to produce coffee as specified. Purpose: To chart risks in connection with the procurement of coffee as well as the possibilities of handling these. The thesis also examines if general risk management theories are applicable on the supply risk present within Swedish roasting-houses and can become an integral partof the purchasing process. Method: A qualitative case study of the purchasing process of Swedish roasting- houses.

Direct marketing is an area within marketing that is growing rapidly. Many companies has realised the benefits of using direct marketing, such as receiving direct response from customers and gaining a better customer relation. The growth within direct marketing means that traditional mass marketing today face harder competition than ever. This thesis examines and look in to three well recognised Swedish companies use of direct marketing. Our main purpose is to establish how companies spend their marketing budget between direct marketing and traditional marketing activities.

Background and Problem discussion: Consumers are reached by an average of 3000 marketing messages daily which proves that a company?s marketing needs to be strong and characteristic in order not to lose customers. It is of even greater importance that marketing reaches the chosen target group and is designed in accordance with the company?s vision and is shown where the target group sees it.Purpose: The aim of this bachelor thesis is to study how small businesses use marketing and to recommend appropriate marketing measures given their size, limited budget and secluded location.Method: This study has been made in accordance with a qualitative method with an analytical abduction approach using a case study where the case is Vita Renen. To achieve the aim of this study the authors combined secondary and primary data such as previous conducted research with interviews with the owners and staff of Vita Renen.Result and Conclusion: The result demonstrates that untraditional marketing would be the best option for Vita Renen because they are a company with limited marketing budget and this type of advertising is based on creative thinking and design on pre-existing resources.

The aim of this Master?s thesis is to investigate different ways of illustrating the information literacy of librarians and with a pragmatic view survey what has been written about marketing the librarians. The thesis is based on a marketing theory introduced by Philip Kotler. He believes that marketing is a social process and that everything can be marketed. I have reviewed three marketing strategies and their significance in marketing the information literacy of librarians.

BackgroundPolitics in some ways has always been about communication and marketing. In Sweden some people believe that communication and meaningful relations with the voters are of no value, instead it is the political content that is of importance. Media evolution has changed the conditions of political marketing; this has meant that the choices of the right communication channels in political marketing have become more important today than ever. Political competition in Sweden has become more even in recent years, this has called for political communication and marketing to be more planed and well thought out. Political parties have therefore begun to spend millions on marketing themselves.

This paper aims to investigate if the underlying effects of the marketing phenomena clutter can be explained by negative priming. Although a lot of research has been made in the field of marketing, many people still claim "all marketing is good marketing", which we intended to challenge. In order to do this a tailored experiment analyzing the effects of clutter was created. The experiment consisted of two activities with the objective to manipulate the participants by making them avoid distracters. To maintain high ecological validity throughout the experiment actual brands were used as distracters.

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.

Purpose: To explore the purchasing function, mainly the supplier selection activities, in the fast fashion apparel industry. The purpose is 1) to explore the criteria associated with supplier selection for fashion products, and 2) to analyze the purchasing activities in order to find characteristics and trends which are considered to be strategic for the buying company. Method: The empirics consist of qualitative interviews with employees with responsibility for the companies' purchasing activities, as well as information gathered from articles, annual reports, and company websites. Result: The study indicates that qualitative criterias have increased in importance, and have become an important part of supplier selection for fashion goods. A number of characteristics where identified as important for purchasing fashion goods, which can affect choice of supplier; examples are increased collaboration, increased re-buys and increased use of logistics services.

The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

Evaluating and choosing suppliers based on price alone, has traditionally been the dominant strategy for supplier selection within the purchasing function. With the origin of the Total Cost of Ownership (TCO)-concept in the early 1990s, a new philosophy dawned that promoted the importance of knowing the effects of supplier performance on the buying firm?s internal costs. Since then, scholars have been arguing the case of TCO as a viable model for making purchasing decisions and conducting supplier evaluation. Still, after two decades little is known about its penetration and impact on the practices of buying corporations, leaving the questions of which costs are included in the purchasing organisations? decisions unanswered, and even more importantly why certain costs are considered and others not.

- ABSTRACT ?Title: Winners of the Web ( Webbens vinnare)Number of pages: 35 (including enclosures)Author: Lydia KellamTutor: Else NygrenCourse: Media and Communication Studies CPeriod: Fall Semester 2006University: Division of Media and Communication, Department of Information SciencePurpose: The aim of the research paper was to see Internet and the digital techniques impact on marketing communication and consuming behavior on the Web. By understanding the relationship between marketing communication and consumer behavior my intentions were to comprehend how consumer behavior on the web could be understand. The purpose of this paper is to understand how different marketing activities on the Internet are followed by consumption.Material/Method: By using focus group interviews I wanted to study how individuals act on the Internet. How different activities such as communication and participation on the web could lead to consumption on the Internet.

Focus of this study was on the underlying values behind consumers buying motives at the point of purchase of meat products in Sweden. Meat consumption in Sweden has increased and in 2012, almost 50% of all meat consumed was imported (SJV, 2013). This is the case despite of the fact that consumers frequently state the importance of Swedish country of origin on the meat products they purchase (www, LRF, 2, 2006). A rising public awareness about health, environmental issues, animal welfare and food safety coupled to meat consumption and meat production is scrutinized both from media and consumers. Due to rising concerns of production-methods of meat, consumers wants to make informed purchasing decisions of the meat they purchase (BEUC, 2013).