Previous research analyzing information and communication effects regarding high-involvement purchases has so far concerned communication length and the use of salient attributes. Studies investigating the effects of communication on a word-level is however limited. For a high-involvement purchase like an apartment the need for information is vital in the customers purchase decision. The main purpose of this study is to investigate whether the communication in the prospectus varies based on sales success. The study connects research in information search, high-involvement purchases, communication length and information vividness.

Purpose  The purpose of this paper is from a consumer perspective analysis whether or not blogs are affecting a customer?s purchase behaviour to a larger extent compared to traditional marketing methods through TV commercials. Additionally, within the scope of this try to identify the type of consumers that are more influenced to a purchase decision by blog contents compared to others.Methods Through a quantitative approach this study will examine the effectiveness of advertising in blogs. A survey was used in order to collect data where the respondents corresponded to the population in Sweden in the ages 15-79. Initially the size of the blog audience was estimated and thereafter it was examined how many of these that were affected towards a purchase decision by blogs.

A challenge faced by marketers is to make their products stand out in today's cluttered marketplace. Recently, a new approach to attract attention has been observed - brands communicating their products by making fun of other brands. This way of parodying a competitor, or even an unrelated brand, is a risky but potentially effective way to increase attention. Brand parodies walk a fine line between being humorous and clever, or coming off as offensive. Furthermore, parodying another trademark poses legal considerations.

This bachelor thesis in tourism studies focuses on people's use of social media related to travel. The paper aims to provide a wider knowledge of tourist?s propensity to display destinations through social media and how they perceive others that display travelling. This is put in relation to the term of social status in order to find out if there is a possible link. The intention was to provide an insight into the phenomenon to contribute new awareness that destinations can exploit in their marketing.

ABSTRACTTitle: Challenges in the implementation of internal marketing in the real estate brokerage businessLevel: Bachelor, Business AdministrationAuthor: Markus BylundAnna IsakssonSupervisor: Agneta SundströmDate: 2013, MayIntroduction: For businesses to succeed and to get satisfied customers, they need to meet their expectations. The companies make promises to customers through external marketing, internal marketing needs to ensure that personnel have the tools required to deliver what is promised. Competition is increasing and hence the customer requirements have to be met. Through the implementation of internal marketing, companies can strengthen staff skills and motivation to perform a more committed and effective work, both internal and during customer contacts.Aim: The aim of this paper is to understand the implementation and the importance of internal marketing in service companies. Through our in-depth knowledge of the subject, from a theoretical and practical perspective, we will hopefully be able to convey the challenges businesses face when implementing internal marketing.Method: This paper is to achieve a greater understanding of the studied subject.

AimThe aim of this study has been survey the possibilities for short-term stays in the Stockholm Archipelago for people without their own means of transport, own equipment and/or experience of outdoor life.To fulfil this aim, the following questions were formulated:? What communications are available to chalet parks in the Stockholm Archipelago?? What overnight accommodation is available in the chalet parks in the Stockholm Archipelago?? What activities can be pursued in the Stockholm Archipelago?? What is the financial cost of travelling to and staying in the Stockholm Archipelago for a week?MethodWe chose to use six interviews and three observations in order to gain as much insight as possible. Interviews were conducted with Claes Petterson at Waxholmsbolaget, a company that provides transport services in the Archipelago, and with managers for five chalet parks: Rolf Andersson for Finnhamn, Per Englund for Grinda, Arne Johansson for Rånö, Pär Hjärtström and Peter Hösöyen for Gålö and Anders Bedinger for Gålö and Nåttarö. The interviews were recorded in writing and on tape. Observations were carried out at three chalet parks, i.e.

For many companies, the Internet has revolutionized the relationship they have with their customers concerning costumer service. The use of Information Technology in regard to Internet as a media has provided companies with the opportunity to build customer databases in order to target their customers individually. The airline industry was one of the first pioneers to use the full potential of Internet to improve customer relations and its profits which we aim to investigate in greater detail in our thesis.Our thesis answers the question on how Scandinavian Airlines' (SAS) Eurobonus department uses their website to create valuable and profitable relationships with SAS loyalty club members through direct marketing. In order to answer our research question, three key informants have been interviewed - each representing different sub departments at Eurobonus; service and support, IT and marketing. Our results were that the Eurobonus department use direct marketing methods by sending customized e-mail offerings to target specific customer, using their customer databases.

The purpose of this study is to investigate the effectiveness of consumer generated advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated advertising that influence the effectiveness of consumer generated advertising in encouraging online word of mouth. The study conducts a multiple case study of several consumer generated advertising campaigns. It consists of in-depth studies of these cases in combination with quantitative analyses of the encouraged word of mouth. The different cases are examined on several design factors that could possible increase the volume of encouraged word of mouth..

The major aim of the thesis is to describe the networks, relations and marketing of some university libraries and their customers in the year 2000. I illustrate how these issues interact and whether they have changed due to the recent development of technology and if so, how. The thesis is based on interviews with two directors of libraries and two librarians at two different libraries. A small survey with 16 questionnaires has also been performed in order to get a more general view on librarians' opinions in these questions. The thesis mainly shows that the networks in which the respondents take part primarily exist in the library sphere and towards the universities.

Marknadsaktiviteter vid produktlansering är ett samarbete med Haglöfs Scandinavia AB. Våren 2010 utfördes ett samarbetade med Haglöfs då ett underlag för utökat produktsortiment inom konfektion togs fram. På uppdrag av Haglöfs ska ett förslag framställas på hur en lansering ska kunna se ut om juniorkollektionen introduceras på den svenska marknaden. Hur fungerar det med produktlanseringens strategiska och taktiska lanseringsbeslut och vilka marknadsföringskanaler är lämpliga vid en produktlansering inom outdoorbranschen.Rapporten behandlar hur dagens företag inom outdoorbranschen i Sverige fullgör sina marknadsaktiviteter vid en produktlansering. Strategiska och taktiska lanseringsbeslut illustreras samt utvalda marknadsföringskanaler skildras.En lanseringsstrategi beskriver de marknadsföringsbeslut som är nödvändiga för att presentera en ny produkt till respektive målgrupp och börja generera en inkomst i form av försäljning av den nya produkten.

The interest in companies that are based outside the cities has grown, and many of these companies have focused their activities around service. The countryside companies meet some difficulties in marketing and communication with other entrepreneurs. A network with service based companies in the countryside could help the individual companies to promote themselves and also give inspiration and new ideas to develop their business. The aim of this study is to investigate how a countryside network can be organized but also what conditions is needed to make the network function. The theory is based on a literature study of the three major topics "countryside", "networking" and "marketing".

Vårt syfte är att studera svenska konsumenters uppfattning om cause-related marketing på den svenska marknaden samt om detta påverkar deras köpbeslut. Undersökningen avser de CRM-kampanjer där företag samarbetar med välgörenhets-organisationer och tar fram specifika produkter för detta ändamål, som således kombinerar två varumärken. Vi har utgått från ett konsumentperspektiv då vi anser att detta på bästa sätt uppfyller vår problemformulering och syfte. Vi har utfört en kvalitativ studie för att möjliggöra förståelse av de bakomliggande anledningarna till respondenternas svar. Vi har använt oss av teorier om cause-related marketing och co-branding samt TORA-modellen vilken rör köpbeteende.

The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies.Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive.

The major aim of the thesis is to describe the networks, relations and marketing of some university libraries and their customers in the year 2000. I illustrate how these issues interact and whether they have changed due to the recent development of technology and if so, how. The thesis is based on interviews with two directors of libraries and two librarians at two different libraries. A small survey with 16 questionnaires has also been performed in order to get a more general view on librarians' opinions in these questions. The thesis mainly shows that the networks in which the respondents take part primarily exist in the library sphere and towards the universities.

Denna studie är ett fall av organisationers användande av cause-related marketing. Syftet är att beskriva utvalda organisationers strategier med och användande av specifika cause-related marketing-aktiviteter.Organisationers vilja att bygga relationer med intressenter ökar ständigt och det blir allt mer populärt bland organisationer att ta ett socialt ansvar i hopp om att förbättra denna relation. Att organisationer säljer produkter och donerar en summa till välgörenhet benämns cause-related marketing och är ett vanligt välgörenhetsinitiativ vilket ofta upplevs positivt. Dock finns en skepticism mot organisationers användande av detta verktyg då intressenter i vissa fall ifrågasätter organisationers bakomliggande motiv. Detta innebär att utformningen av varje specifik cause-related marketing-aktivitet är avgörande för dess framgång.För att besvara syftet med denna studie har samtalsintervjuer och en kvalitativ innehållsanalys använts.