Titel:             Produktplacering i bloggar: En studie kring bloggar som effektiv marknadsföringskanal Författare:   Maria Mingo, Mälardalens HögskolaHandledare: Lennart HaglundKurs:            Kanditatuppsats i företagsekonomi, marknadsföring, distans Nyckelord:   Blogg, produktplacering, Word of Mouth, effektivitet, påverkan, kommunikationsprocessen, viral marknadsföring, Stealth Marketing, associationer, kreativt medieval, uppmärksammande, bearbetning, konsumentbeteende   Problem:       Då de privata bloggarna i Sverige på senare tid getts mycket uppmärksamhet i media inte bara för deras växande besöksstatistik utan även för deras, i stor utsträckning, dolda kommersiella intentioner är detta ett fenomen intressant att undersöka utifrån ett marknadsföringsperspektiv. Syfte:            I och med att bloggen är en mediekanal som ständigt växer i antal är syftet                    med denna uppsats att se vilken funktion bloggen uppfyller som marknadsföringskanal för produktplacering. Studien ämnar ta upp de fördelar som kan nås genom användning av bloggen i kommersiellt syfte utifrån den potentiella påverkan denna typ av produktplacering kan ha på mottagare av budskap introducerade i bloggen. Värdet bloggen innehar som kommunikationskanal kommer att diskuteras utifrån dess vikt för avsändarna av budskapet, det vill säga de annonserande företagen. Metod:         Studien baseras på en sekundärdataanalys av kommunikationsleden som skapas mellan de annonserande företagen, bloggarna och konsumenterna. Områdesrelaterad litteratur och andra marknadsförings- och konsumentbeteendeteorier har bidragit till att kartlägga produktplaceringens potential att nå uppmärksammande och påverkan hos konsumenter. Slutsats:       I studien visas att effektiviteten bloggen kan inneha som marknadsföringskanal, återspeglas i många variabler, bland annat möjligheten att förena reklam med bloggens oberoende innehåll. Produktplacering i rekommendationsform, genom inflytelserika bloggare, kan medföra att informationsspridandet inte upplevs som påträngande och undkommer på så sätt att sållas bort som irrelevant information.

Word-of-mouth marketing (WOM) has been considered as one of the most effective marketing tools, yet the least understood. While its lucrative effects have been well proven in academic studies worldwide, little is yet known of why consumers engage in WOM, and what factors actually drive this sought-after behavior, particularly in an online context. While today's research lacks holistic views on the simultaneous effects of multiple WOM-drivers, this paper takes on a meta-analytic approach by building on the pertinent literature to construct an aggregated model, including several previously acknowledged drivers divided into two categories: (1) Brand related drivers and (2) Personal and situational drivers. The authors then empirically examine what drivers are the most influential on WOM in an online social media context. By doing so, this thesis does not only contribute to marketing managers' better understanding of online communications management, it also sheds light on the theoretical knowledge of the behavioral drivers of WOM.

It?s a fact that fashion companies today are searching for new ways to win consumers.Traditional marketing methods have been replaced with new marketing techniques onInternet. Fashion blogs have a high traffic and because of that they are relevant in themarketing context. Lindex has developed from being a store of underwear to be oneof the largest fashion companies in Sweden with Internet sales which actively workswith bloggers through it?s website.Our purpose in this study is to analyze and describe how a fashion company as Lindexis practical using blogs as a marketing method.

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 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.

This qualitative research is a contribution to the ongoing debate among marketing researchers regarding if there is a dominant paradigm and viewpoint of marketing and which one is the most appropriate. In this study current views of marketing are identified and then compared against the older Goods-Dominant Logic of Marketing and Vargos? and Luschs? alternative Service-Dominant Logic of Marketing. The trends that have been observed are situated in the framework of Thomas S. Kuhn?s philosophy of science.

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.

This bachelor thesis in tourism studies focuses on people's use of social media related to travel. The paper aims to provide a wider knowledge of tourist?s propensity to display destinations through social media and how they perceive others that display travelling. This is put in relation to the term of social status in order to find out if there is a possible link. The intention was to provide an insight into the phenomenon to contribute new awareness that destinations can exploit in their marketing.

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.

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.

This thesis examines the extent to which segmentation and categorization in the context of direct marketing is an efficient way for a company to enhance its marketing effectiveness. The thesis is built on social identity and categorization theory, and tested by using statistical analysis. The conclusion is that segmentation and categorization is indeed an effective way of conducting marketing campaigns..

The purpose of this bachelor thesis is to examine the methods public libraries can use in order to market youth services. It is also a chance to evaluate an untested marketing model adapted to public libraries. Young people are one of the most difficult groups to attract to the library and thus librarians need adequate methods to deal with this problem. We have interviewed librarians, carried out observations and examined documents in accordance to the triangulation method. Before one can begin marketing the libraries one ought to know of how marketing is done and the principles behind it, therefore we have given a simple explanation of marketing and marketing theory.

This bachelor thesis is a study and an evaluation of the planning and implementation of the targeted marketing campaign "Småbarnsföräldern" at a public library. The analysis is based on the following questions:? What goals does the library have with the marketing campaign "Småbarnsföräldern"?? How has the library chosen to plan and implement the marketing campaign "Småbarnsföräldern" and what role have the users had in this process?? What is the internal result of the library?s marketing campaign ? how did the staff experience the marketing campaign "Småbarnsföräldern"?? What is the external result ? how did the target group, the parents of young children, experience the marketing campaign "Småbarnsföräldern"?The method is based on a case study of a single library with a series of interviews and document analysis. The study reveals that it´s difficult to plan a marketing campaign against a target group. The target group, the parents of young children, didn?t observe the marketing campaign, two informants had noticed the poster but didn?t pay much attention to it.

This essay is a case study carried out at Flow Systems Ltd that foremost aims to treat the internal marketing at the company. The aim with the essay is to analyze and evaluate Flows internal marketing in connection with a process of change and how this reflects the external marketing in relation to customers.The method that has been used is qualitative in the form of depth interviews carried out with management, employees and customers. This type of data was chosen since it is a good way of gathering more specific information regarding the informants preferences about the company. Among other things the results of the interviews showed internal marketing deficiencies, but that has not influenced the customers in a negative way. The conclusion was that the inferior internal marketing does not affect the cooperation and the communication between the company and its customers, however it has a big effect on the employees..

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..