Service branding is a subject that has been excluded from the traditional branding theory. Our main purpose with this paper is to distinguish what characterizes service branding. To do this, we have looked in to both service marketing theory as well as branding theory. We have also looked at the existing theory concerning service branding. Six qualitative interviews have been performed to explain what characterizes service branding.

I september 2007 lanserades en ny varumärkesplattform för Sverige. Denna uppsats har undersökt hur denna är utformad och vilken betydelse den har för svenska företag. För att genomföra en genomförlig analys har även det svenska varumärket i helhet analyserats. Detta för att fastslå om det har någon betydelse för svenska företag. En kvalitativ metod har använts där den primära data blir de genomförda intervjuerna.

This thesis conducts a comparative study between two academiclibraries, one Swedish and one English, in order to analyse ifdifferent funding systems influence the marketing of theirservices. The theoretic foundation is built on relationshipmarketing, which emphasises the importance of creating andmaintaining relationships. A qualitative approach has been usedthrough the use of case studies, with semi-structured interviewsbeing held with library staff and managers in both countries. Inaddition to these interviews strategic plans have also beenanalysed. The result from the study shows that whilst there aresome differences between the two university libraries there arealso similarities, which indicates that it is not clear if differentfunding systems have an impact on the marketing of the services..

The purpose of this paper is to investigate in which aspects the public library is affected by its local community. This is re-searched by means of an exemplified case study of a Swedish public library in which we analyze governing documents and the library website with respect to environmental scanning and mar-keting of library services.The research questions are: How are the local community?s demands on the public li-brary being described in the governing document? How is the public library?s response to the demands of the local community being described in the operational plan? How are the demands of the local community, as shown in the governing document and the operational plan, re-flected in the marketing of library services on the library website?Our conclusions are that:The demands of the local community are described in a general fashion in the governing document, but there is a lack of concrete political guidelines.The public library's response to the demands of the local commu-nity is described to some length in the operational plan, but not with respect to economical factors.The demands of the local community are reflected to some length in the marketing of library services on the library website. Many of the overall themes that we identify in the governing document and the operational plan can be found in the marketing directed towards important target groups..

The story of the forest - A folded textile wall for flexible rooms in public spacesIn the story of the forest the dragonfly is spinning yarn shiny as the sun. In the story of the forest almost everything can happen and almost everything is also happen there.Inspiration from Lennart HellsingThe goal in this exam work was to create a calm, playful space for children in public spaces. A place where children can hide and relax without being disrupted by the surrounding, a place where their imagination can grow and take place. The goal was also to make a flexible space for public spaces that could be used in different ways. Today many libraries want to be more than a library, they will work as a meeting place and you can find several activities to join in.

The creation of value is considered the core purpose and central process of economic exchange. Value creation is now conceptualized as shared by both producers and customers, and value is seen as fundamentally derived and determined in use, the integration and application of resources in a specific context, rather than in exchange, embedded in products and manifested as price. The field of research is abundant with publications but these do not fully further the understanding of value creation and co-creation in a way that is meaningful for theoretical development and decision making in business and marketing practise. Without a thorough understanding of the factors characterising value co-creation, the nature as well as content and locus of co-creation cannot be identified. In that case value co-creation easily becomes a concept without substance. Until now, individual publications on co-creation have focused on few or different aspects, have emphasized the process from either the customer?s or from  the firm?s vantage point, have different theoretical approaches and have ignored the complexity in interactions between actors.The purpose of this essay is to analyse how five fundamental aspects of co-creation of customer value are perceived in contemporary marketing literature. Discussing the different views on co-creation, this essay concludes that thoughthere are evident points of agreement, finding one generally valid doctrine of predestination or value co-creation is improbable.

Communication, information and marketing are three of the main prerequisites for companies that want to increase their turnover. The everyday work for a Forest Manager within the forest owners? association Mellanskog consists to a large part of interpersonal communication, either by close vicinity contact or by phone calls. Interpersonal communication is time consuming and resource intensive. If the flow of information, communication and marketing does not function well then there is a lack of a base for development.

The purpose of this master's thesis is to study how librarians at public libraries make the literature with state supported distribution available through marketing. By qualitative interviews with nine heads of libraries the thesis examines how the library staff in each library market the state supported distribution by the Swedish Art Council. My theoretical framework is based on Philip Kotler's thesis on marketing. My conclusion is that the library staff rather market the library as whole, than focus on just one specific type of books. The attitudes toward the state supported distribution are a mixed one, but the library staff is glad for what is given..

En stor utmaning för ett säljföretag i dag är inte bara att identifiera och attrahera en specifik målgrupp. Det bör även skapa sig en bild av hur organisationen bör kommunicera med den presumtiva kunden för att skapa en stadig relation, som i sin tur kan borga för återköp. Situationen som uppstår då en försäljare för första gången interagerar med en kund kallas sanningens ögonblick. Det är vid detta ögonblick som grunden till en hållbar relation mellan säljare och kund förhoppningsvis läggs. Det är av högsta vikt för ett företag att försäljaren är införstådd i det beteende som företaget anser vara korrekt, och på så sätt återspeglar den attityd och kundbild som organisationen har för avsikt att förmedla gentemot kunden.

The aim of this thesis is to examine the relationship between user education at high schools and the context in which it takes place. In order to accomplish this qualitative interviews have been executed with librarians at five Swedish high schools. The theoretical framework of this thesis is based on the sociocultural perspective and four approaches to user education developed by Olof Sundin. Based on the empirical material six themes have been identified. Each one represents a contextual factor which influences the user education.

Relationship Marketing - will banks be able to handle higher consumer mobility in the private market?The purpose of this paper is to gain an understanding of the factors that affect customer loyalty to the bank. Consumer mobility will probably increase as a result of political changes and pressures on the private banking market to become more competitive. This study was carried out using semi-structured interviews and were transcribed and analyzed with the help of models and theories centered on relationship marketing. The theories describe loyalty, the customer lifecycle and relationships between customers and organizations.

Abstract Titel: Sociala medier - En länk mellan producent och konsument Författare: Tero Marjamäki, Henrik Svensson Handledare: Lars Palm Examinator: Lennart Andreasson Utbildningssäte: Högskolan i Halmstad Sektion: Hälsa och Samhälle Kurs: Medie och kommunikationsvetenskap,61-90p Delkurs: C-uppsats, 15p År: 2007 Syfte: Studiens syfte är att undersöka, utforska och analysera sociala medier, dess innebörd och innehåll Metod: Som kunskapsteoretisk utgångspunkt används ett explorativt förhållningssätt, med abduktion som slutledningsprocess. Kvalitativ metod har tillämpats i studien i form av mailintervjuer Slutsatser: Tidigt i arbetet kunde vi uppdaga att det rådde meningsskiljaktigheter vad gällde definitionen och synen på sociala medier. Vissa forskare samt några utav våra respondenter ansåg att sociala medier var någonting fult, nästan förkastligt som inte hör hemma i marknadsföringsvärlden. Medan andra forskare samt ett antal utav våra respondenter ansåg att sociala medier var en länk mellan producent och konsument,2sociala medier var arenor för samtal. Några ansåg även att sociala medier var en helt naturlig uppkomst då vanlig reklam inte längre påverkar människor i samma utsträckning som tidigare.

Marknadsföringsbegrepp har växt allt mer med tiden, lika väl som det har förgrenat sig ochutvecklats inom olika riktningar. Under utbildningens gång har vi läst en hel del ommarknadsföring och dess olika termer samt begrepp, men inte förrän det fjärde året, blev viverkligen fascinerade av själva ämnet One to One marketing.Undersökningens syfte är att studera hur tjänsteföretag tillämpar One to One marketing och påvilket sätt de inför perspektivet inom sina arbetsrutiner. De aspekter som vi har funnit mestintressanta att undersöka är hur tjänsteföretagen uppfattar One to One marketing och vilkalikheter samt skillnader det finns mellan teorin och empirin. Tjänsteföretagen som vi harintervjuat till vår uppsats är Reklambyrån Mecka, Nordea Private Banking och ICA Banken.Läsarna får en inblick i och kommer nära inpå tjänsteföretagens interna verksamhet.Konsumenter är den största anledningen till den goda lönsamhet som varje företag vill uppnå.Konsumenter är den drivande kraften bakom köpmarknaden och det gäller att lyckas få tag pådem som ger mest avkastning. Att vara kundorienterad och lyckas uppnå denna så kalladeskräddarsydda orienteringen, gentemot kunden, är ett av huvudmålen med One to One.

The purpose of this thesis is through a case study and a survey; to examine the most appropriate communication channels between a sender and a receiver. It also aims to make this relationship more effective.The following questions are to be answered:1. Which communication channels ought to be used to optimize the message from Skara Näringslivsoffensiv to its target group?2. Which communication channels is Skara Näringslivsoffensiv planning to use?3.

The transition from paper to electronic journals in induces a major change in academic libraries. The library must focus on customising the service to meet user needs in order to compete with other actors on the market. This situation entails the need for a marketing and management approach in library organisations. Linda Ashcroft has in previous research focused on marketing of electronic journals. She has stated the importance of simplifying the user environment of electronic journals and the importance of regaining control over electronic journals from publishers and vendors.