Internal marketing has been proposed as a means of gaining competetive edge in a market where service quality is an important precursor to performance. Still, the practical application of internal marketing remains relatively limited, which is hypothesized to be partly attributable to a widespread lack of the required philosophy which facilitates the effective implementation of internal marketing. The concept of internal market orientation (IMO) has been proposed as an accurate representation of this philosophy. This thesis attemps to assess the relevance of an IMO in relation to the internal marketing activities of an organisation. The findings of the study imply that IMO related activities impacts the effectiveness of internal marketing and that it thus provides a valuable tool in the process of implementing internal marketing strategies..

The purpose of this thesis was to study how internal marketing affects service quality in the tourism industry. It was decided to conduct a case study on two hotels with summer seasonal employees. Pite Havsbad and Strand Hotell Borgholm were chosen as study objects. The case was based on interviews with the hotel manager at Pite Havsbad and the vice president at Strand Hotell Borgholm, who coordinates the internal marketing at the companies. The findings were that seasonal employees do not affect service quality much.

The purpose of this study is to investigate and analyze the marketing in Swedish politics. To clarify and compare the Swedish politics to traditional and commercial marketing strategies is not always simple but at the same time we must understand that the practical work political institutes practice, fuse with many theories and marketing is one such theory. To understand this, I chose to investigate which marketing areas and how within service management, brands, segmentation, positioning/image and marketing channels, affect the politics in Sweden? This study is based on qualitative method in which I had five interviews with politicians. The conclusions can be found in the chapter five..

Background: The use of digital marketing channels during the last years has increased significantly, especially the use of marketing on the Internet. Hence the communication chart of marketing has been redrawn. The technological development has had a major impact on the marketing discipline. The integration of information technology and marketing has resulted in the emergence of a new field, namely e-marketing. Hence the need for further research is desirable.Purpose: The purpose of this study is to examine alternative marketing procedures that a company can apply to increase the digital awareness and manage their customer relationships.Theoretical framework: Theories regarding digital marketing cycle, SEO and customer relationship.Method: This research is based on data collected through a primary semi-structured interview with a company active in the corporate information industry which also provides a RFQ service.

The purpose of this master thesis is to use marketing theory on the library?s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries? activities can appear in the light of marketing theory.

Sensory marketingAn effective instrument for libraries? We are living in a world of constant communication and information and because of that, marketing in general seem to have no distinctive effect. Consumers become overwhelmed by all the advertising messages. Due to this, it is clear that organizations like libraries must create a deeper and more personal connection to increase user satisfaction and foster the use of services, among both users and potential users. One way to achieve this is to make use of all the emotional elements of a product or a service.

The purpose of this study is to create a deeper understanding of how Swedish universities work with their marketing communication aimed at potential domestic students. The study focuses on how universities design and select channels for the marketing communication. A case study was conducted where four respondents from two Swedish universities were interviewed in order to generate empirical data. The results show that key factors for marketing communication are uniformity, honesty and trustworthiness. The results suggest that marketing communication should focus on the student?s experiences of university life and being a student, rather than marketing the university?s core service: education.

iProspect is a global digital marketing agency and work primarily with search marketing. They were the first search engine marketing agency in the world when the company started up 1996 in Boston, Massachusetts, and the first in Sweden to offer services in search marketing after establishing themselves on the Swedish market the following year. iProspect can be found in the södermalm office in south central Stockholm. They are a comprehensive agency within search and offer everything from search engine optimization and sponsored links to advertising on social media. They?re goal is to lead developments in search marketing and to keep ahead of competition.

The tourism industry is a young industry in Sweden but important for the economy and a large part of the field is mountain tourism. Marketing a place is called destination marketing, which has become a huge phenomenon and an important part of efforts for promotion in the tourism industry. The entrepreneurs in the tourism industry are an important part, as these are a big part of the destination. Their marketing and communication becomes a force to reckon with in order to attract tourists to the area. The purpose of this study is to examine how entrepreneurs through destination marketing reach their target market and with the intention to identify marketing channels that the entrepreneur uses.

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.

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 purpose of this master thesis is to use marketing theory on the library?s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries? activities can appear in the light of marketing theory.

Relationship marketing is an important part of the new view of communication strategies. The theories around this subject has a general and global perspective on how to manage relations and communication problems. But somehow the local perspective is forgotten. In this thesis we have focused on the local market and which demands it has on the work with relationship management. The purpose of this thesis is to find out how relationship marketing can contribute to create a high valued brand on a local market.

The purpose of this thesis is to examine if academic libraries market e-journals, and if so how this work is carried out. The ambition is to study what channels and methods the Libraries use, to inform their users that they have access to e-journals. The aim is also to survey if the libraries evaluate the use of the e-journals, and if so how. The objectives of the work are reached by using two main methods, document analysis and qualitative interviews. The study has been performed on three university libraries.

The hotel sector has reviewed big changes, as higher requirements on independent hotels have been set. In order to be able to compete with big hotel chains, it is no longer sufficient to only use the 4P of marketing mix, it is also required a bigger focus on the personnel. Trained and service aimed employees are service companies' intangible assets and they become more important. Globalisation and internationalisation has however contributed to that the labor market has become more open, and employees easier can compare employment conditions or change job.The aim of this essay is to analyze and to evaluate conditions for the internal marketing at independent hotels, in order to be able to achieve employee loyalty. The essay builds on a comparison between managers' and employees' views about internal marketing.A qualitative hermeneutical study has been used in order to be able to analyze and evaluate conditions for the independent hotels' internal marketing.