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.

This essay is focused on the marketing phenomenon buzz marketing. Buzz marketing is all about making the consumers to talk about your product. In the world we are living in with all the marketing messages, companies tries to find new ways to reach the consumers with their marketing message. The essay consists of 6 interviews with a low level of structure and standardisation. The material from these interviews has been analyzed with the help from the theories of buzz marketing, word of mouth, marketing communication, consumer behaviour, relationship marketing, one-to-one marketing and marketing ethics.

In the automatic manual transmission system, Opticruise, the choice of gear is based on several parameters such as road incline, driving resistance and vehicle mass. Many different mass estimations are made during driving. A final vehicle mass is then used to determine the current gear. Construction vehicles are often not equipped with air suspension and can therefore not estimate the vehicle mass when standing still. If that sort of vehicle is reloaded while standing still an incorrect mass estimation will be used and as an effect of that also a wrong gear.

In this thesis we calculate the Hawking mass numerically for surfaces in Kerr spacetime. The Hawking mass is a useful tool for proving the Penrose inequality and the result does not contradict the inequality. It also does not contradict the assumption that the Hawking mass should be monotonic for surfaces in Kerr spacetime. The Hawking mass is quasi-local and defined by the spin coefficents of Newman and Penrose, so first we give a discussion about quasi-local quantities and then a short description of the Newman-Penrose formalism..

Because of the mass tourism industry that exploits sensitive locations all over our planet a new kind of tourism came into focus in the 1980?s. This new form of tourism was named ecotourism, and as the name reveals ecotourism deals with low-impact travel. Today, all sorts of places can be gazed upon in a flick of a switch; all you need is a television set. It is well known that destination marketing successfully uses visual media as a tool to sell trips to potential tourists.

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.

Mass distribution with techniques as multicast and peer-to-peer are becoming increasingly important in the Internet. Today the distribution of sound and video over Internet, so called streaming media, is static due to the unicast method. This results in a linear increase of distribution costs and therefore no conditions for commercial scalability. This thesis describes why multicast may be the only scalable alternative for commercial mass distribution of streaming media over Internet. Mass distribution through peer-to-peer technology promises a lot but is fronting a couple of great challenges, for example asymmetric bandwidth, locality and legalization.

A change is gradually taking place in the media industry. Traditional communication channels are being replaced by new, electronic, ones (Johnson, 2003). Segmented marketing is gaining popularity, as the mass-marketing model is becoming more or less obsolete (Kotler et al. 2001). At the same time, the consumers? attention span is more divided than ever (Neff, 2004).

Through interaction with customers, companies can acquire knowledge about- and satisfy the needs of customers. In retailing, the ranges of products are standardized and staffing numbers are scarce. How do companies in retailing deal with adaptation towards their customers given the small staffing numbers? The purpose of this study is to examine if and if so, how companies in the Swedish retailing industry are making adaptations towards their customers and also why these adaptations are being made. To answer this purpose, observations in the retailing industry are conducted and the results show that companies adapt to customers? needs.

As the title insinuate, this essay illustrate Event Marketing as a marketing instrument, and how it can be used as a tool to facilitate brandbuilding and improve relationships. We have come to the understanding that Event Marketing is in the course of constant development. It seems like Event Marketing as a marketing tool is starting to get its well-merited position in the marketing mix throughout the world, since companies and other organisations have realized that Event Marketing is a powerful tool for differentiation. We have also seen that Event Marketing in the business world lately has come to be more important for building and maintaining relationships, as well as carrying marketing messages.In this essay we discuss Event Marketing in three sections; brand, relationships, and customer experience. Among these topics, inter alia Integrated Marketing Communications, Sensory Marketing, and Service-dominant Logic are presented.

Background: Mass customization has been identified as a competitive business strategy by both companies and academics because of its ability to incorporate the voice of the customer into companies? products and services. Although mass customization may sound appealing, the strategic concept is still developing and firms adopting this business strategy face several challenges. Production concerns are of high relevance since mass customization implies a high level of customer involvement in the product design. Since the areas are closely linked it is reasonable to ask how a mass customization strategy affects production concerns.

Degeneration of trademarks - a legal construction or a marketing problem? This paper discusses the issue of degeneration of trademarks. The study has its starting point in the conflict that may arise between the principles of marketing and the legislation concerning IP rights and market law. In this study several verdicts are studied in which degeneration has been addressed. Analyzing these rulings as well as the current legislation in the light of marketing theory, a conflict between marketing and legislation can be noted.

The purpose of this essay, ?Now they are chasing paper-less - A qualitative discourse analysis of mass medias depiction of the Reva-project and the work of the police?, is to analyze how mass media portrays the Reva-project and polices work with the project. The basis for the essay will be eight selected newspapers. The Reva-project implies collaboration between the Police, the Swedish Migration board and the Swedish Prison and Probation Service within the border police. The aim of the project is to enhance the efficiency and the execution of the border police work, in accordance with the government?s target.

The purpose of my study is to question the model service marketing triangle and propose an alternative ways of looking at service marketing. The study is based on a deep, qualitative research. In the research of the material an abductive approach has been used. The primary information sources are interviews with project workers, which are being analyzed together with the theoretical background in part argumentations in the course of the thesis. In the last chapter they are unified.

The purpose of this thesis is to shine some light on how B2C companies in Sweden carry out a viral marketing campaign. Through case studies of two comparably sized companies, Arla and If Skadeförsäkringar, this was examined. This study shows that viral marketing is still a new subject for both marketers and researchers. It is hard to find conclusive methods for how to carry out such a marketing campaign successfully leaving companies feeling that they first have to go through a trial and error process. This is evident in this case study, where viral marketing is degraded to a tool for generating awareness rather than producing actual results as part of a holistic marketing plan and where those results are too uncertain to rely on.