Event marketing är en marknadsföringsform som har växt ordentligt under senare delen av 90-talet och det börjar bli ett naturligt inslag i företagens marknadskommunikation. Trots denna tillväxt har event marketing under en längre tid sammankopplats med brist på utvärderingsmetoder. En avsaknad av utvärderingsmetoder leder till svårigheter att avgöra vilka effekter en event marketing-satsning resulterar i, hur genomförandet kan förbättras samt huruvida event marketing är en lämplig form av marknadsföring i en given situation. En ökad förståelse för dessa eventuella utvärderingsproblem skapar även förutsättningar för utvecklandet av utvärderingsmetoder och därmed möjlighet att besvara liknande frågeställningar. Denna uppsats undersöker vad som skiljer event marketing från annan marknadsföring i en utvärderingssituation, vilka problem dessa skillnader kan medföra samt hur eventuella utvärderingsproblem kan hanteras.

Title: Shop at us ? and we?ll carbon offset! ? How large and well-known companies affect consumers feelings towards their brand by using green marketing and CSR.Authors: Emilie Jäfvert & Carolin RuthbergAdvisor: Christine TidåsenLevel: Bachelor thesis in Marketing, (15 Swedish credits), Spring 2011Keywords: Green marketing, CSR and branding.Question: How do large and well known companies affect their customer?s view towards their brand by using green marketing and CSR?Purpose: The purpose of this thesis is to investigate how high consumer?s value companies who works with green marketing and CSR, and also to find out how it affects the company brand.Method: We have chosen to do a qualitative research with a deductive approach. We have done five open interviews with companies and ten open interviews with consumers to conduct our research.Theoretical framework: Our theoretical framework includes four different areas; CSR- Corporate Social Responsibility, green marketing, brands and consumers. These sub-chapters include theories that will help the reader get a better understanding of the areas.Empirical studies: We have gathered empirical data by multiple open interviews. Two of the five interviews with the companies were face-to-face, two via email and one over the phone.

The companies of today compete about the consumers? attention. In a society where the speed is increasing and the trends are constantly changing the marketing of today will soon be obsolete. This is something that is clearer in the fashion business where the consumers always are looking for news at lower costs. It?s no longer an economical question to be able to wear the latest fashion trends, the availability of cheap fashion clothes is constantly increasing.

Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper. H 1 Consumers trust the pharmacy employees? advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies Marketing communication H 2 Consumers are enough affected of a company?s Marketing communication to choose their brand even if the pharmacy employees recommend other brands. H 3 Building brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees. H 4 Without building brand equity the Marketing communication strategy for Ferrosan cannot increase their brand value and create loyalty. Methodology: The research method that was chosen is a detective argumentation that starts from theories and explain different parameters regarding the subject I am concentration on. It is a case study where the companies branding strategy towards pharmacies in Sweden is analyzed bys a mix of semi-structured interviews, documentation analysis and a quantitative research . Theoretical framework: The theoretical model that has been prepared gives me the possibility to analyze different parameters regarding branding that are important when building a brand in an new market.

The purpose of this thesis is to construct a marketing model to be used both theoretically and practically when working with marketing in Swedish public libraries. This objective is achieved by first making a literature review of the written works on the marketing of libraries, and then studying the marketing activities at the public library in Bollebygd, Sweden. The theory is based on the marketing mix model the 7 ps, which serves as a framework for the presentation of the empirical result and the analysis. One of the questions posed in the beginning of the paper is how the library has worked with marketing over the past ten years. Through a combination of methods observation, textual studies and interviews the marketing activities employed at Bollebygds library are noted.

The purpose of this essay is to analyze and understand the effects that a recession can have on a company?s marketing department. In times of a recession most companies have less means to promote their products to their target market and to build their brand. This means that cutting the marketing budget will show some effects on today?s way of marketing.

The aim of this thesis is to examine young adults? attitudes towards libraries marketing in social media. Libraries mainly use social media to reach out to young adults. However, young adults mainly use social media to communicate with their friends. The question that arises is if young adults are interested in communicating with organizations such as libraries on social media.

Authors: Marie Andersson, Maria Gustafsson and Johanna Olsson.Tutor: Peter CaesarTitle: Don?t forget the story ? a study about internal StorytellingKeywords: Internal Storytelling, Internal marketing, Communication, Organizational culture, Internal branding, Fellowship, Motivation, Participation.Background: Something that can be problematic for managers in an organization is to find an effective way to spread information that will received by all the employees. One way to spread information and messages to the employees is by using internal Storytelling. The use of internal Storytelling aims to create an environment to build up an engaged personnel. Organizations use internal Storytelling when they want to create collective stories and frame of references among the employees within the organization, and also spread the values of the brand and information about the organization.Problem statement: How can internal marketing be affected by internal Storytelling?Method: Our study is based on a case-study of SCA Packaging Sweden AB.

Destination marketing looks different from that of traditional marketing, since the product, in this case the destination, consists of several different parts compared to a good. A destination is marketed as a process where the consumption takes place at the same time as the production. Destination marketing organizations, DMO?s, are responsible for the marketing of a destination. Since destinations consist of several parts such as the train trip to the destination, restaurant visits, shopping, hotel stays etc., it is difficult for the DMO?s to fully control how a tourist perceive the destination.

Syftet med studien är att reda ut vilken roll strategierna Buzz och Event marketing har i PR-branschen idag samt hur de strategiska kommunikatörerna och målgruppen förhåller sig till dem. Studien undersöker också de behov och möjligheter strategierna i kombination har och ska på så sätt generera ny kunskap till grund för strategiernas fortsatta utveckling..

Our reason for this study is to research how non- profit organizations focused on fundraising, market themselves to create and keep the relationships with their potential and existing contributors. With this study we also want to create an image of the meaning of marketing, applied to non- profit organizations focused on fundraisings, struggle towards attracting more contributors. We also aim to research what our respondents believe will be the outcomes of marketing on nonprofit organizations in the future. For this essay we have chosen a qualitative method which consists of six interviews with respondents whom have different knowledge and experiences of the non- profit sector. We chose this method to be able to view our main subject from different aspects and through the interviews also form a more profound picture of the non- profit sector and also, finally, se what the respondents think about the issue.

In recent years, more and more people have started to live double lives. Blogs, Facebook, YouTube and Twitter have created conditions so that we increasingly live virtual lives on the Internet. The gathering of people in this way entails both risks and opportunities for businesses. This study aims to explain how the phenomenon of social media has affected trade and service companies in a marketing and communication perspective. The idea for the essay came to us after we had observed how different behaviors in companies? concerning social media could vary a lot, and how we felt that this affected our personal view of the brands.

Internet and digital technology has changed the way we live our lives. As individuals we've found new ways to communicate, educate and experience. But what's the effect on B2B marketing? Previous research presents transactional benefits such as lower costs and easier access to information, but there is limited research done on more complex and long term relationships as well as on modern digital tools. The purpose of this thesis is to investigate whether a deeper long term B2B relationship can be created and nurtured using digital tools for communication, and if so, how these tools and processes can be described and understood.

The purpose of this Master?s thesis is to discuss marketing as it applies to some school libraries. Today?s marketing is about relations. It involves the establishment, maintenance and development of relations with users, non-users and other library related relationships.

Purpose/Aim: To create a communication strategy for PADI Nordic with the intention of getting Swedish divers, who have been certified abroad, to Swedish dive centers.Material/Method: The study is based on a number of personal interviews conducted with a) divers who are active in Sweden, b) divers who are not active in Sweden and c) representatives from PADI and PADI affiliated dive centers.Main results: The main reason that people who have been certified abroad do not dive in Sweden is that they regard it as being too complicated, too cold, too expensive and with nothing interesting to see. These might partly be misconceptions that can be corrected through a communication strategic effort. The best way to change this perception is by two different forms of communication. One will go from PADI Nordic straight to the divers through an email. This will have the purpose of getting their attention, making diving sound interesting and raise their awareness in preparation for the other part of the process.