Market capitalism sets the conditions for how the world is conceived, experienced and organized at various spatial scales (global to local). Currently, competitiveness, entrepreneurship and economic growth are key values that shape how the world is conceived, experienced and organized. Discourses of place marketing, place branding, and the construction of places as (economic) products, are part and parcel of the heightened commodification of space. Tourism has been a major factor in the commodification of place and space. More often than not, tourism has been seen as a possibility for peripheral places, in their struggle finding new ways towards development.

This master thesis concerns the subject of a reference service named Book-a-librarian. The service makes it possible for the library-user to indulge in a subject with the help of a librarian after having made an appointment in advance. The main purpose of this thesis is to study the function of it. The methods used are a mix of literature and empirical studies to be able to comprehend and explain the practical nature of the service as well as placing the service in a theoretical framework. The empirical study is performed by a questionnaire, where librarians working with the service are asked to participate.

Dagens samhälle brukar betecknas som en upplevelseindustri där kundens drömmar, fantasier och upplevelser står i fokus. I flertalet turism- och resetidningar syns reportage där unika koncept ökat för att uppfylla den efterfrågan som råder på upplevelser. Idag krävs något utöver det vanliga för att utmärka sig på marknaden och de senaste tio åren har begreppet storytelling intagit folks medvetande och beskrivs som ett effektivt marknadsföringsverktyg, vilket handlar om att berätta en historia kring sin verksamhet. Då konkurrensen ständigt hårdnar är det viktigt att hitta en speciell inriktning som får folk att komma tillbaka samt prata om verksamheten. Storytelling är en differentieringsstrategi inom marknadsföring som fler och fler verksamheter anammar då de inser hur berättandets kraft kan skapa starka varumärken.Syftet med denna studie är att beskriva och undersöka begreppet storytelling genom att se hur tre gotländska hotell väljer att arbeta med detta, samt undersöka vilka eventuella effekter storytelling har gett verksamheterna.

Till följd av en ständigt ökad konkurrens blir det allt svårare att som ny aktör att ta sig in på olika marknader. Vad som däremot kan underlätta etableringsprocessen för nya företag och varumärken är att associeras och förknippas med redan etablerade och välkända varumärken. Företaget gooh! är ett nytt måltidskoncept som funnits i drygt två år och är ett samarbete mellan Lantmännen och Operakällaren. Det intressanta här är att företaget gooh! har två kända varumärken som medverkar och står bakom konceptet.I den här uppsatsen kommer vi att undersöka hur Marketing mix modellens faktorer påverkar en konsuments första köp av en gooh! produkt, med syfte att se om någon av dessa faktorer är mer viktig än någon annan samt att se hur dessa samverkar med varandra. Vi vill också i denna uppsats se hur konsumentens första köp påverkas av att två starka varumärken står bakom konceptet gooh!.Undersökningen baseras på en kvantitativ undersökning där vi slumpmässigt frågat 50 konsumenter som alla handlat i en och samma gooh! butik.Resultaten vi kommit fram till i denna undersökning tyder på att den valda ?platsen? av butik, dvs.

Diversity Marketing eller mångfaldsmarknadsföring är ett fenomen som har spridits från USA till andra delar av världen senaste decennierna. Etnicitet och kulturell tillhörighet uppfattas allmänt påverka bland annat konsumtionsmönster och individers preferenser. Det innebär att etnicitet har kommit att bli en segmenteringsvariabel och uppfattas vara ett tillämpbart marknadsföringsverktyg. Vår utgångspunkt för uppsatsen är att etnicitet och kulturell tillhörighet inte problematiseras i de sammanhang där Diversity Marketing förekommer. Dessutom finns det en direkt risk att en betoning av till exempel etnicitet bidrar till att individer kategoriseras och fastnar i oföränderliga identiteter.

The purpose with this essay is to study how a micro enterprise builds a brand. This because the current situation makes it difficult to stand out from the vast amount of marketing messages available in the market without having an extensive marketing campaign. Small companies do not have the opportunity to put a lot of recourses as money into marketing as the large companies do. Neither do they afford to repair a brand failure.Brand building is a process that constantly is in progress in a company, large or small. To make this process concrete we have chosen to study the four factors; brand awareness, perceived quality, brand associations and brand loyalty.

The purpose of this thesis is to through brand communication and Red Bull?simage examine how they position themselves as leaders on the Swedish energydrink market. We chose relevant theories within buzz marketing, word ofmouth, sampling and events. Our method of preference was quantitativequestionnaires which we spred through email to students at the LinneausUniversity and other social networks such as Facebook and blogs. Our empiricalstudy is based on our questionnaires and information about Red Bull.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

The purpose of this study is to examine the difference between three query strategies with respect to retrieval effectiveness. The thesis aims at examining how two types of noun phrases containing a modifier to the head word, which is a noun affect the retrieval performance with regard to recall and precision. The noun phrases in the thesis are of two types: 1) noun phrases containing a modifier to the head word (which is a noun) and which are not dictionary phrases (NF) and 2) dictionary phrases. Both types of noun phrases in this thesis contain at least two words. The queries were executed in Query Performance Analyser, QPA, containing the InQuery system and a sub collection of TREC-Uta documents with its topics.

The purpose of this essay is to analyze and understand how producerbrands are able to communicate their brand through today's marketing channels, also how development and changes that occur in the society can affect the producers communication abilities. We have seen a tendency that many retailers have created their own brands that are competing with the producers, this leads to the fact that producers in some cases are having trouble communicating their brand to the end-consumer. The fact that the producers marketing through retailers now is more limited than before, the producers now have to capture the consumers wants and needs through other channels.This essay is based on a qualitative method involving seven interviews. The persons that we've chosen to interview are carefully selected based on their specific knowledge about the subject in question..

I kollektivtrafiken är socialt oacceptabla beteenden vanligt förekommande och många anställda blir utsatta för kränkningar såsom utskällningar, förolämpningar och/eller svordomar (Strandberg et al. 2008). Branschstatistik visar att ungefär hälften av samtliga arbetsskadeanmälningar till Arbetsmiljöverket mellan åren 2005-2007 kunnat kopplas till våld, hot eller rån (Strandberg 2008). Både polis och socialsekreterare har en lägre anmälningar andel än kollektivtrafiken, medan endast yrkesgrupperna kriminalvårdare och väktare har en högre andel.För att ha en möjlighet till att reducera dessa oacceptabla beteenden är det viktigt att studera kundbeteenden och hitta orsaken till att kunder blir missnöjda. Företag och organisationers kunskap om kundbeteenden är en viktig framgångsfaktor.

The increased use of social media in recent years has attracted the attention of different kinds of nonprofit organisations. The purpose of this study is to identify a foundation for viral strategies for nonprofit organisations as well as to understand the current interactivity between the organisation and its followers in social media. Following that we have chosen the research question: In what ways can nonprofit organisations develop viral marketing in social media? The study has a qualitative research methodology with empirical findings as base. We have throughout the research process strived for an inductive nature in the study though there are deductive elements.

Because of the mass tourism industry that exploits sensitive locations all over our planet a new kind of tourism came into focus in the 1980?s. This new form of tourism was named ecotourism, and as the name reveals ecotourism deals with low-impact travel. Today, all sorts of places can be gazed upon in a flick of a switch; all you need is a television set. It is well known that destination marketing successfully uses visual media as a tool to sell trips to potential tourists.

AbstractDigital media in general and social media in particular are becoming more and more important to businesses across the globe. It is an effective way to reach out to consumers and establish a good relationship with existing customers. Most companies today use digital media in order to market themselves and to establish good public relations. A lot of those companies have also realized the enormous marketing capabilities that social media provides. However, in spite of the plethora of possibilities that comes with social media it can also, in some cases, hinder the companies ? success.

Shopping is one of the most important social activities today and the majority of all shopping takes place in Shopping Centres. The number of Shopping Centres has increased and it is important to attract visitors by using the right marketing strategy. Christmas is an extra important period because the turnover normally increases three times in December compared to a ?normal? month. The purpose of this study is to analyze the marketing of Shopping Centres during the Christmas period, and analyze how this marketing contributes to the visitors? choice of Shopping Centre. This is a positivistic study that combines a quantitative and a qualitative method.This study concludes that range of stores and distance are the most important factors when a visitor decides which Shopping Centre to visit. During Christmas it is important to create a Christmas feeling, preferably made by offering decorations and music.