The aim of this thesis is to investigate how librarians view marketing of the library using social media and how this can be used in a marketing strategy. The theoretical framework for this thesis is based on the 7 Ps of the marketing mix, SWOT-analysis and SWOT/TOWS Matrix. The theory is based on planned elements that make up a product or service offered the market. We have used our own interpretation of the theories to analyse our material. Our main method has been a web-based questionnaire, the questionnaire was sent to 523 librarians active at ten large public libraries and its related branches.

The aim of this Master?s thesis is to examine the profession of librarianship by studying tasks in Swedish public libraries. The method is a textual analysis of articles inspired by the critical discourse analysis of Norman Fairclough. The theory applied consists of the profession theory of Andrew Abbott and the gender theory of Yvonne Hirdman. The questions raised are: how do librarians speak about their tasks, which discourses can be constructed and how can profession theory and gender theory explain the result.

In recent years, more and more people have started to live double lives. Blogs, Facebook, YouTube and Twitter have created conditions so that we increasingly live virtual lives on the Internet. The gathering of people in this way entails both risks and opportunities for businesses. This study aims to explain how the phenomenon of social media has affected trade and service companies in a marketing and communication perspective. The idea for the essay came to us after we had observed how different behaviors in companies? concerning social media could vary a lot, and how we felt that this affected our personal view of the brands.

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.

The aim with this study was to examine how social service statement in 3 § social-judgements LVU (Swedish care of young persons act) produce ideas about gender. We have taken an interest in the production of both boys and girls and their mothers and fathers because there are clear differences in the description of these. From a historical perspective, the differences between gender in social assessments occurred despite the fact that discrimination is prohibited by law and despite the fact that social service shall work on the basis of an gender equality perspective. In the analysis and interpretation of the rulings we have been inspired by a critical discourse analysis. 30 social-judgements have been analyzed where of 15 concerns girls and 15 involve boys.

The purpose of this essay is to examine how the two Swedish municipalities, Sigtuna and Nyköping, work with marketing. The study has primarily focused on how these two municipalities worked, consciously or non-consciously, with lifestyle marketing and place marketing. The research-questions that this essay wants to answer are;What is lifestyle marketing and place marketing?Do municipalities use these types of marketing, and who is this marketing directed to?How and why does municipalities use lifestyle marketing and place marketing?To answer these questions, phone interviews were conducted with several important employees within the two municipalities. The results of this study show that the different municipalities have both been using lifestyle marketing, but on different levels, in Sigtuna, it was a strategic choice, whereas in Nyköping, it evolved by itself and was not a conscious choice.

The aim with the study is to find key factors relating to internal marketing and to improve the process between the operating organization and its customers. A qualitative study is carried out within an organization active in the Swedish healthcare. The qualitative approach is carried out by collecting empirical data through observations, personal interviews and group interviews.The Physiotherapy Clinic at the Karolinska University Hospital is in the focus of the empirical study. The study locates existing differences in perceptions and comes up with recommendations for actions to improve the process of organisations within the Swedish healthcare and their customers. The study's results are that internal marketing can bring a lot to service-selling organizations and that the organizations internal conditions are as important as the external ones.Communication appears to be a key factor for an organization that has applied internal marketing.

In today's society it is becoming more and more important with direct marketing. Some of the direct marketing is done through e-mail, in which companies see an easy way to advertise himself. I did this thesis work at WebDoc Systems. They have a product that creates web documents directly in your browser, also called CMS. The CMS has a module for sending mass e-mail, but this module does not function properly and WebDoc Systems customers are dissatisfied with that part of the product.

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.

This study is an attempt to examine a hospital library's difficulties in reaching customers with consumer health information. The method was a case study of the consumer health service in the hospital library in Västerås, a town in Sweden. Qualitative interviews, observations and written material were used. The approach was from the actor's point of view with the intention to look upon the problem with the eyes of those who work at the hospital with information to patients, that is librarians and medical staff. Theories about marketing in service organizations and how to develop new services were used in the study, as well as theories about communication and different cultures within organizations of different kinds like the library and the hospital.

We are two students of Horticulture management with marketing profile, now doing an extended course in Business Leadership within horticulture and agriculture. During our 2 years of studies we have used the same company once before, and this project is an expansion of a previous piece of work. We decided, in agreement with the company, to use an inquiry for our study. For this we have contacted 290 of the company's already existing customers. The primary purpose of the survey is to analyze the service offered by the company.

This exploratory thesis uses qualitative research to investigate how digital music is beeing packaged. The main study consists of 11 deep interviews with key representatives of the digital music industry in Sweden. These are (record companies) EMI, SonyBMG, Universal, Warner, (DSP) InProdicon, (mobile operators) 3, TeliaSonera and (cell phone producer) SonyEricsson. Packaging is a concept of marketing that has specific implications depending on which good or service that is being packaged. Packaging occurs at different levels in the production chain.

The aim of this Master's thesis is to examine the contemporary educational tasks of the Swedish public library as they manifest in Swedish library journals. Our main question at issue is: Which educational discourses are there? And in relation to our main question: how do the concepts of information literacy, lifelong learning and adult education relate to each other? Is there an antagonism between the public library's duty to supply fiction as opposed to non-fiction? and: What are the consequences of these discourses in the service provided by the library?Our theoretical starting-point is the discourse theory as proposed by Ernesto Laclau and Chantal Mouffe. We analyse 39 texts from four Swedish library journals: Ikoner, bis, DIK-forum and Biblioteksbladet. The analysis is done in two phases.

The subject of this master thesis is to identify discourses regarding children?s literature in one of Sweden?s largest library magazines, Biblioteksbladet. The subject is furthermore to look at how the child is portrayed within these discourses and if the discourses change over time. The theoretical and methodological background is Norman Fairclough´s critical discourse analysis (CDA). A selection of 62 texts, published in Biblioteksbladet between the years of 1945-2009, was analyzed.

Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and brand-attitude, and that is what our essay is about.