Fordonsbranschenpräglasidagavkraftigkonkurrensdärprodukternaalltmerefterliknarvarandra.Samtidigtharkundernasbeteendekraftigförändratsochsammasakereftersträvasinteavkundernasomförbaraettparårsedan.Förattskiljasigmotkonkurrenternaidaggällerdetattjobbamedmjukavärdensomtillexempelkundhantering.FörVolvoPersonvagnarSverigeABinnebärdettaettenormtarbetesomSverigesstörstabilmärkeattbehållasinnuvarandemarknadspositionochsamtidigtfinnaenvägattgåpådenrådandemarknaden.DettavillmannugöragenomattinföraettCRM-­?systemsomskahjälpaåterförsäljarnaattlättarehanterakundernaochskapavärdefördem.FörattbrytanerbegreppetCRMharvianväntossutavfyratemansomgenomsyrarhelastudienvilkaär,kundbeteende,kundlojalitet,kundvärdeochCRM.SyftetmedstudienvaratttaframenkommunikationsmodellsomhjälperföretaginombilbranschenförmedlautsinCRM-­?strategi.GenomattutgåifrånVolvohoppadesvikunnahjälpatillmedattklargörastrategiskanyckelfaktorerfördetta.Dethärskahjälpademattsevilkariskermanskaundvikasamtvartfokusbörliggavidutformandeavsinstrategi.StudienäravkvalitativartochbyggerpåintervjuerfrånVolvoochtreolikaåterförsäljaredärviäveninkluderatsäljareförattskapaenhelhetsbildöverproblemet.Vårtempiriskamaterialhartillsammansmedvårteoretiskareferensramhjälptossattbesvaravårafrågeställningar.UtifrånstudiensinsamladematerialharvifåttredapåattbehovetavCRMärstort.Återförsäljarnapratarmycketkringteorinmenansersamtidigtmycketintevaragenomförbartfördempågrundavotillräckligaresurserochtidsbrist.Detärävensvårtfördemattkommunicerautstrategintillverksamhetendåförändringärsvårattgenomföra.Idagfinnerviettglappmellandeolikaavdelningarnainomverksamheten,vilketskaparentydliggränsdragningomvadsomärpraxispådeolikanivåerna.SlutsatsenavstudienpåvisarCRM:sförmågaatthjälpaVolvohanterasittkundfokusgenomattblandannatunderlättainformationshantering.Dettaledertillattmankanökaförståelsenomkunderna,stärkarelationerochhjälpatillattöverträffaderasförväntningar.DetviävenkunnatseärattCRMkanhjälpaallanivåerinomettföretagochblirdärförenangelägenhetförallainomverksamhetenattjobbaefter.FörattlyckasfåutsinCRM-­?strategitillåterförsäljarnagällerdetattVolvoärnogamedhurdekommunicerarutsinstrategisamtskaparenhetlighetiåterförsäljarnasinternaprocesser..

The companies of today figures on a hardly competitive market. This makes it necessary for the company to find new way to create competition advantages. Since it is no longer enough to compete with the technical quality of the product the companies are forced to also enhance the functional quality. To accomplish this it becomes necessary for producing companies to be customer oriented. A customer oriented company culture can be reached with the help of internal marketing in which different activities work to inform and teach the employees about the company strategy and also about their own role as part-time marketers.This thesis examines Electrolux, a company which is currently striving to develop a customer oriented company culture.

ABSTRACTElin Johansson, Hanna Johansson, Camilla Nilsson Say something interesting! A qualitative study of marketing communication on Facebook                               Pages: 36With the emergence of social media, new ways has been created for companies to reach out to its audience. From being dependent on journalists to provide information, companies today have the ability to self-publish information in the open media channels. The use of social media should not replace traditional marketing communication though, but works best as a complement. It is a new environment that requires the company to adapt its working methods. Although the work is different, it is important that companies see social media as part of the overall marketing communication and not as a separate project. The purpose of this paper is to study recipient?s experience of company?s communications in social media. We have chosen to relate this to the instructions on methods of marketing communication and social media marketing as found in literature on the subject. This is to examine whether firms achieve the desired effect of the methods that are considered most appropriate. Does the message reach out? The focus of this study is marketing communication in the social media Facebook. The study consists of qualitative interviews to illuminate the recipients' views and experiences, as well as a literature study from the theoretical perspective of the sender of marketing communication in social media. The results showed that business as well as audience must interact in a functional relationship in social media. Companies should be more like the customer they are trying to reach. If companies choose to expose themselves in social media, time must be given to this, which is what the audience expects. Key words: Marketing communication, social media, social media marketing, Facebook, recipients, sender.

Företag befinner sig i en konkurrenskraftig värld och för att lyckas överleva måste de ta handom sina befintliga kunder såväl som attrahera nya. Med hjälp av dagens teknologi, har företagmöjlighet att lagra information om sina kunder och kan därför få en ökad förståelse förkunders beteende och önskemål. CRM-system (Customer Relationship Management-system)är ett hjälpmedel i detta arbete och har därför blivit en prioriterad investering för företag dåkunder betraktas som dess viktigaste tillgång. CRM-system är en kostsam investering,samtidigt som chansen för att misslyckas vid implementering är stor. Därför är det av stor viktför företag att efter implementeringen kunna hantera, använda och ha förståelse för CRMsystemetsolika funktioner för att lyckas stärka kundrelationer och erhålla tänkta fördelar somsystemet syftar till.Studien tillämpar kvalitativa undersökningstekniker där ett fallföretag har undersökts genomintervjuer.

The purpose with this thesis is to clarify how estate agents working with their marketing and marketing strategies. Our study has occured in Kalmar and we have used five different estate agents for our collection of empiric?s data. We have worked with a qualitative methodology to achieve deeper knowledge about these five company?s which have been chosen for the study.We have selected theories that suit our subject and together with the empiric data these two parts will be compared which concludes in an analysis.

The aim of this paper is to examine how confidence in co-operative behaviour of partner is reached in a relationship between an entrepreneur and a venture capitalist. A case study has been conducted on a Swedish football club that has involved venture capital in order to develop the organization. The paper presents a theoretical approach which draws on a control model of interorganizational relationships developed by Dekker (2004) and a model developed by Shepherd & Zacharakis (2001) illustrating how control, trust and confidence is reached in a venture capitalist-entrepreneur relationship. The relationship between the football club and the venture capitalist can simultaneously be seen as an interorganizational relationship and a relationship between an entrepreneur and a venture capitalist. Because of the complexity of the relationship, different control problems prevail.

Aim: Auditors objectivity is an obvious part of auditing, but there is doubts and hesitation in society today because of the corporate scandals that have occurred in recent years. Several researchers suggest that auditors actions and behaviors is connected to the ethical climate within the organization. A relationship that also affects auditors objectivity and independence. This thesis aims to investigate how the ethical climate influence auditors choice of relationship to their clients, by choosing a relational and close relationship or a transactional and distanced relationship. And if the client approach have an effect on the auditors objectivity.Method: A survey was conducted among 232 certified accountants in Sweden.

Today most studies regarding marketing are made on traditional marketing channels, answering questions like which jingle is best or which TV-channel a company should focus their marketing budget on. There is also the science regarding the best way of marketing on Social Networking sites or how to get as many 'likes' as possible, and so forth. However research has also been made in the field of in-store marketing and how a retailers or brand owners can affect customers in "the moment of truth". Until now most of these studies discuss how to get the attention of the customer in the store since both time as well as level of commitment in general is scarce when a customer is in a grocery store doing the necessary weekly- or complementary-shopping. It seems like most of them make the very same conclusion; catching the attention of a customer is vital to sell them your product.

Advertisement is something that surrounds us in our everyday life. The two terms marketing and advertising are closely linked together and often considered as the same thing, although they are not. To be able to analyse the term advertisement it is crucial to separate it from the term marketing and observe advertising as a part of the complete marketing. We have two main focuses with this qualitative research and the first one of these is to analyse the changes in advertising when considering style, message and characteristics. The advertiser has a wide range of tools that he or she can use to make commercials follow the trends and changes in society.

The global spread of the Internet has enabled busniesses and consumers in all industries to be better informed. Consequently, the buying process has appeared to become different from what tratditional models implies. As the buying behaviour among customers is evolving, selling companies are responding to this change. This thesis evolves around the consequences that the developing relationship between buyer and seller in business-to-business companies has led to. The topic in focus is the buzzword and phenomena "content marketing" with its marketing and selling strategy.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

Purpose: The purpose of this essay is to describe the social media usage of five European official national tourism organizations (NTO). The essay proceeds to discuss and evaluate the findings, whilst reflecting on the advantages of social media usage from the point of view of an official national tourism organization.Method: The authors used three different methods of research: one structured observation to study the national tourism organizations? everyday work in social media, one field stimulation to study if and how different NTO respond if a prospective visitor makes them a direct question via social media and finally an email interview to gain insight into NTO?s underlying strategies and policies about social media usage.Theoretical framework: The theories that have been used in this paper include the Uses and gratifications model, theories of one-way and multi-way communication, theories of social media and relationship marketing.Conclusion: By making use of social media the company releases some of its control to the customers as the latter can express their opinions freely in this type of media. One of the advantages of social media is that the platform favors dialogue and feedback. Social media can be used for traditional one-way communication, but works best as a supplement to the regular marketing activities, allowing the activities on social media platforms to focus on branding and building long-term customer relationships.

Background: Despite the time and money invested in relationships with other companies, it is a fact that many of them fail. Considering this, remarkably little research has been done regarding how inter-organisational relationships are controlled, given that control can function as a solution to the problems involved with collaboration, which arise since such a relation exists in the interface between organisational boundaries, where the companies? often conflicting interests and points of view meet. If one part is stronger than the other in a relationship, the weaker however tends to give way for the stronger?s will.

One-to-one marketing är en extrem variant av relationsmarknadsföring. Begreppet myntades i början av 1990-talet och ligger till grund för en ny syn på marknadsföring. Många företag har försökt att använda sig av teorierna kring begreppet, men få har hittills lyckats fullt ut. One-to-one marketing främjas av att kunden inte behöva återupprepa sig varje gång man köper företagets produkt eller tjänst. Detta medför att kunden kan tjäna på att vara i en relation med ett företag som använder sig av one-to-one marketing. Syftet med uppsatsen är att undersöka om vårt valda företag planerar att använda sig av one-to-one marketing i sin marknadsföring och om deras uppfattning av begreppet stämmer överens med vad teorierna säger.

Title: Competition for small audit firms ? a qualitative study on possible competitive strategies and how the upcoming changes will influence competition on the audit market    Subject: Auditing Tutor: Margareta Paulsson  Authors: Per Dahlström and Martin Holmberg Purpose: The purpose of this study is to develop an understanding how smaller auditing firms use competitive strategies and why. The result aims to work as a support for owners and leaders of audit firms as they make decisions of how to compete in the future. We would also like to explore how smaller audit firms view the change of the mandatory audit, that is, our intentions are also to examine how they think the consequences on the market will be and their view on its affect on the competition of the market.    Methodology: Our methodological approach was characterized by a hermeneutic approach in order to explain and understand why the smaller audit firms do what they do. Our approach is a combination of inductive and deductive as it allows us to develop an understanding of the subject, then gather our empirical data and from that draw valid conclusions.