The purpose of this study is to examine a brand?s green marketing and its consumers? perception of it in order to compare these views. The idea is to find a potential gap and what effect it may have on the brand. A case study has therefore been made with the grocery market brand Coop with focus on organic food. The material used consists of texts from Coop?s website to represent their brand.

Bakgrund: Det konsumenter oftast inte är medvetna om vid deras Internetanvändning är att de iakttas av företag. Företagen samlar avsiktligt in personlig information och spårar vilka hemsidor och produkter eller tjänster de intresserat sig av genom så kallade webb-spårningssystem. I samma takt som tekniker så som webb-spårningssystem börjat användas har också etisk marknadsföring på Internet blivit ett diskuterat och aktuellt ämne. Etisk marknadsföring på Internet handlar om vad som uppfattas som accepterat beteende av konsumenterna och företag måste ta hänsyn till konsumentens etiska koder.Syfte: Syftet med studien är att undersöka konsumenters uppfattningar om webbspårningssystem utifrån etiska koder.Forskningsfråga: Vad är etiskt accepterat användande av webb-spårningssystem från konsumentens perspektiv?Metod: I studien har en kvalitativ forskningsstrategi samt semi-strukturerade intervjuer tillämpats.Slutsats: Slutsatsen i studien är att konsumenters uppfattningar om webb-spårningssystem inte alltid uppfyller konsumentens etiska koder.

In this two years master's thesis a regional project, Futurum.kom, is studied through the experiences of eight librarians from two of the participating libraries. The interviewees have all attended local and regional seminars where questions about core values, target groups and the role of the public library were discussed, among others. The seminars resulted in a number of core values and target groups. During the project, a number of advertising campaigns are to be conducted. The first one of these had recently been implemented at the time of the present study. The aim of the thesis is to investigate the interviewees organizational self-perception in relation to the project.

Syfte: Redogöra för eventuellt användbara teorier då vi undersöker varför Handelsbanken samt Swedbank har valt att marknadsföra sig som de gör.Metod: För att uppnå vårt syfte har vi valt att ha en kvalitativ utgångspunkt i vår uppsats. Primärdata har samlats in genom personliga intervjuer med anställda på både handelsbanken samt Swedbank. Sekundärdata har samlats in från litteratur och vetenskapliga artiklar.Teoretisk referensram: Den teoretiska referensramen har byggts upp kring relevanta teorier och modeller som har anknytning till profilering av marknadsföringsstrategier.Empiri: Primärdata har samlats in genom personliga intervjuer med kontorschefer på handelsbanken och ansvarig personal för marknadsföringsavdelningen i Swedbank, alla intervjuer har genomförts i Stockholm.Resultat: Det resultat som har nåtts efter att uppsatsen har avslutats är att Handelsbanken marknadsför sig lokalt samt att Swedbank marknadsför sig genom stora kommunikationskanaler för att nå ut till alla konsumenter..

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.

Abstract Title: PR consultants and bloggers; a win-win situation? -  A study of PR consultants? new adaptations in the labour market due to the emergence of fashion bloggers. Authors: Cecilia Girell, Sandra Kjellstro?m Tutor: Ylva Ekstro?mPurpose: With the expansion of the Internet, fashion bloggers have gotten more power. A few companies have understood this powerful and reasonable cheap marketing channel. Despite this, most companies still feel powerless, but what has happened to the work of PR consultants in this constant changing media environment? The ones whos purpose is to act as intermediaries between companies and various media channels.

Web 2.0 represents the next generation of creating interactive applications on the Web. The purpose of this thesis was to develop a service tailored to Web 2.0 technology, where users can post ads for free. The platform is an advertising system specially designed for animals. Surveys and interviews have been done; the result is that today?s advertising services on the Internet are not interactive and user-friendly.The users have the possibility to adapt different part of the system to their needs, such as choice of themes.

The Swedish e-commerce has been established for about 25 years, with strong growth from the millennium onwards. The companies that are active within it has many different backgrounds. Mail order companies were some of the early adaptors but today it is also common for companies to first create the e-commerce part of the business, before opening a store. A long list of companies has over the years come and gone, the rotation of the e-shops that are popular have constantly changed. We asked ourselves why.We wanted to get an understanding of the Swedish e-commerce, both from a business perspective and from a customer perspective.

The study´s purpose is to identify how their communication affects their brand. The study will be made trough the perspective image, the values and associations which the target audience have about the County Council. The study has two question formulations: Which parts in the County Council's communication affect their brand? How does the residents in Värmland's image about County Council's look like? The study is based in Balmers 6C's of Corporate Marketing. There´s also some organizational communication added  to the study.The two methods has been used in the study, qantitative survey's and qualitative interviews.

Title: Time to renovate ? The effect of communication on the relationship between company and customer in a change situationCourse/subject:Busniess administration, Leadership, 15hpAuthors:Fredrik Elghag, Ossian OlssonTutors:Ingemar WictorKeywords:The Million Programme, Communication, Relationship Marketing, Tentant, Landlord.Problem formulation:How does communication affect the relationship between company and customer in a change situation?Purpose:Examining how different parts of a communication process affects customers trust, commitment and loyalty to their company.Theoretical framework:The starting point for the study?s theoretical perspectives have been Morgan and Hunt?s (1994) previous studies on relationship marketing and Laswell?s (1948) communication model.Methodology:The paper is performed with a qualitative research approach and a deductive approach to answer the research question. Personal interviews were conducted with four employees in real estate companies and two tenants in each company stock.Conclusion:We have found that communication affects the relationship between company and customer. Tentants have experinced credibility of businesses is important for them to have a confidence and loyalty in the relationship. .

The purpose of this study was to examine young offenders? attitudes towards crime, and to the penalty they have been sentenced to as juveniles. More specifically its aim was to examine an intervention program called Galaxen, specifically used  to deal with  juveniles  in Växjö. This intervention program consists mainly of conversations with social workers from social services,  aiming  towards  better  self-awareness  and  the  ability  to  understand  the  consequences  of one?s actions.

When communications traffic increasingly turned into data, IP telephony became a disruptive technology for the telecommunication business. IP telephony was a hot topic when voice over IP services started to become available to consumers in the 1990s. The new technology changed the rules of the game and many new actors entered the market.The purpose of this study is to describe, study, and analyze how the business models of the Swedish telecom sector developed in the middle of the 2000s. The study is delimited to the Swedish consumer market for telephony.The study is built mainly upon deep interviews with 24 prominent persons in the telecom sector in 2006. To aid understanding, two telecom companies that have been chosen to represent different kinds of actors are described and analyzed more closely.

The business cycle of the wood flooring branch is currently high however that situation may not be sustainable. In a possible future weaker business climate, the importance of marketing becomes accentuated for firms that aim to maintain their sales levels. We can see trends that competition among the Swedish and foreign manufactures is already stepping up. The intent of this study is to establish marketing guidelines for floor- and molding manufacturers, so they can establish a clearer brand image in DIY retail outlets. By comparing the approach of sports- and DIY stores to brand and product placement, this study aims to bring new knowledge to the DIY branch for improved consumer and product handling.

Packaging has had little impact in marketing literature. Research has focused on a single transaction approach. Lately researchers are looking at packages as a tool for brand building purposes. Thus, the focus is moving towards a multiple transaction approach, where packages can affect the consumer also after the purchase. For a range of goods extrinsic cues has been shown to have stronger effect on consumers' evaluation than intrinsic ones.

Indoor Energy is a company that works in the energy sector. It works through itsthree subsidiaries Indoor Energy Services, Indoor Energy Control and Indoor EnergyConsultants. Because of their comprehensive experience and offering of broad rangeof services they can contribute to integrated extensive solutions for their customers.Indoor Energy Control works with building management through control andregulation. This work is realigned by programmers and project managers. Working inthis area is complex and places a great demand on both technical innovation andprofessional project management.Due to the complexity of the work Indoor Energy Control has a hard time to get thenew employees to be independent in their work as a programmer.