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.

2014 is a special year in Sweden: for the first time elections to the European parliament and the national elections coincides, creating a"Super election year". This year has also seen the rebirth of an old way of campaigning: door-to-door canvassing. For the first time in 50 years the two biggest political parties, the Social Democrats and the Moderate Party, have decided to create a campaign based on personal meetings with the voters in their own home. To investigate this old-new way of campaigning, this study presents an overview of the history of door-to-door canvassing in Sweden and the research in political marketing associated with the phenomena. Based on that, a new model is constructed to help analyze and map the Swedish canvassing-campaigns.

The eld of Brain-computer interfaces (BCI) concerns linking together an external device with the brain of a human or an animal. By doing this the conventional use of a mouse or keyboard can be circumvented, which can greatly benefit people with different types of diseases that cause paralysis or other loss of motor control, such as Amyotrophic lateral sclerosis (ALS). A BCI can also be used for cognitive training of either healthy or mentally impaired subjects to increase cognitive capabilities.In this thesis an implementation of an interface is made against such a device, the Emotiv EPOC Headset. The result is meant to be a stable basis for further study using the device. An in-depth study of the history of EEG and its current use in clinical work and research in the topics of BCI as well as Human-computer interaction (HCI) is presented.

Title:                                  CRM ? A case study of Nordea Private BankingAutors:                               David Johansson & Mikael Westin        Advisor:                             Ulf AagerupLevel:                                 Bachelor thesis in International marketing, (15 ECTS), Spring 2013.Keywords:                         CRM, Relationship marketing, Private BankingQuestion:                           How does Nordea Private Banking work with CRM to get high customer loyalty?Purpose:                            Study and to learn how Nordea Private Banking is working to bring in new customers and keep existing customers loyal. We also want to see if Nordea uses additional strategies that goes beyond the theory and what their customer relationship strategy is.Method:                             The study has a qualitative research method with an inductive approach. Interviews with leading and skilled profiles at Nordea Private Banking has been interviewed to provide answers to our research question.Theoretical framework: The chapter starts with theory about what relationship marketing is and what is driving customer loyalty. Thereafter theory that define CRM and its pros and cons are addressed, and finally the chapter describe the implementation phase.Empirical framework:     In the empirical framework we present the qualitative interviews that were done with employees at Nordea Private Banking.Conclusion:                       The result from this study shows that Nordea Private Banking uses strategies that are common in theory of CRM to gain high customer loyalty and the use of recommendations from satisfied customers is of a much higher significance in Nordea Private Banking?s case than of what the theory is implying.

Children's Need In Focus (BBIC) is a processing and documentation system used in child welfare cases to investigate, plan and monitor interventions. The BBIC has had a breakthrough in Sweden and out of the country's 290 municipalities, there are 284 that use the system daily as a tool in cases involving children. The purpose of this study was to examine how social workers experience the BBIC as a working system and what strengths and weaknesses there are in the BBIC concept. We wanted our study to examine how the BBIC could possibly enhance the quality of childcare matters, but also how the BBIC could potentially increase children's participation in cases. We have performed qualitative interviews with eight social workers who work in four different municipalities where the BBIC is applied daily.

The web sites of libraries are to a large extent their public face and to help market their services, the web sites must have interesting and regularly renewed content. They must also be visually attractive and easily used, and thus be well structured and have a well functioning navigational system. The web masters' awareness of the ability of web sites to attract users to the site and also to the library, as well as their knowledge of suitable content and site construction, is crucial for how successful the web site actually is at marketing the library. The research question is: How do the studied web sites function as marketing sources and service providers for the libraries, and are the web masters aware of the importance of the web site? The purpose is to investigate how the library personnel looks upon the web site as a possible way to increase the popularity of the library among the public, and to study the construction and content of the library web sites to find out how well these serve their purpose.

Background: Our daily lives and personal interactions are increasingly featuring social media and social networks in particular. Topics regarding social media, its impact on society at large ? both on corporate as well as individual behavior ? has been the focus of many research papers. Personal use of social networks are regularly being mapped out by researchers aiming at clarifying concepts such as engagement, trust and interactivity, and mapped by companies seeking to maximize return on investment concerning their marketing efforts. The aim of our study is (i) to map how companies and/or organizations operating on the Swedish market use their company?s pages on the social media as a way of communicating with their followers and audience, as well as (ii) identifying whether ?Real-Time Marketing?, in our own definition, is used or not.Methods: The research methods used included both quantitative and qualitative content analysis.

Titel:                                      Leverera mera ? En fallstudie på Volvo Trucks Författare:                                             Erik Bylund & Johan Kristensson Handledare:                                            Ulf Aagerup Nivå:                                      Kandidatuppsats, Internationell Marknadsföring (15hp), VT 2014. Nyckelord:                                              Sponsring, Leveraging och Ambush Marketing Problemformuleringar:       - Hur använder Volvo Trucks leveraging i samband med deras sponsorskap?- Hur motverkar Volvo Trucks Ambush Marketing i samband med deras sponsorskap?                                           Syfte:                                      Syftet med uppsatsen är att undersöka och beskriva hur ett aktivt sponsrande multinationellt företag på B2B-marknaden använder sig av leveraging i samband med deras sponsorskap för att öka nyttan av deras investering. Vi vill även undersöka undersöka och beskriva hur de motverkar Ambush Marketing i samband med deras sponsorskap för att skydda deras investering.                      Teoretisk referensram:         Kapitlet inleds med grundläggande teorier kring sponsorskap för att sedan gå vidare till beskrivning av termerna leveraging och Ambush Marketing. Metod:                                   Fallstudien har genomförts med en kvalitativ undersökningsmetod och en induktiv ansatts. Personliga intervjuer med högt uppsatt och kompetent personal inom Volvo Trucks legat till grund för insamlingen av våra data. Empiri:                                   Empirin presenterar de kvalitativa intervjuer som gjorts med respondenter inom Volvo Trucks. Analys:                                   Analysen jämför den insamlade empirin gentemot den teoretiska referensramen. Slutsats:                                 Volvo Trucks använder sig av en omfattande leveragingstrategi där de genom sin 360-approach försöker vara närvarande på samtliga plan och kanaler. Det finns ett klart fokus på aktiverande leveraging med avsikt att bygga och stärka kundrelationer.

Syftet med denna uppsats är att beskriva och analysera innebörden av företeelserna spam och Permission Marketing via e-post. Vi vill undersöka vad som påverkar konsumenternas uppfattningar om spam och Permission Marketing i praktiken. Uppsatsen är en kvalitativ studie. Insamling av material har skett genom studier av litteratur och artiklar samt kvalitativa intervjuer med studenter vid Lunds Universitet. Våra intervjuer har visat att det inte finns någon klar skiljelinje mellan Permission e-post och spam.

The increased competition in e-commerce puts pressure on e-businesses which makes it even more important to influence the visitors on their e-commerce sites. An often overlooked marketing tool is atmospherics. With the increased focus on e-commerce from both traditional and new e-businesses this marketing tool becomes even more relevant. The aim of this thesis is to investigate how the atmosphere on an e-commerce site influences the customers' thoughts, emotions and behaviors. We examine the effects the level of stimulus on a website has on the customer's emotions, attitudes, intentions, behaviors as well as the relationship between these variables.

Syfte: Syftet med denna uppsats är att beskriva och precisera innebörden av entreprenöriell marknadsföring sett ur småföretags perspektiv samt huruvida marknadsföringsmetoderna karaktäriseras av entre-prenören eller av den bransch som denne är verksam i. Metod: För att uppnå vårt syfte valde vi att genomföra en kvalitativ studie. Studien bestod av fem djupintervjuer med entreprenörer i Karls-krona. Vid intervjutillfället lade vi även fram ett case för att få en djupare insikt i hur entreprenörerna skulle agera i en given situa-tion. Detta för att de verkar i olika branscher. Vi utgick i stor ut-sträckning från Carson och Gilmores modell av småföretags entre-prenöriella marknadsföring.

The purpose of this thesis is to see how the Swedish public libraries present e-books on their website. This study has tried to answer the following questions:1. How do the public libraries construct their definitions of the word e-book, and what patterns are there in the definitions?2. How is the e-book definition presented in the context of the public library websites?This study has formulated its own theoretical framework in regards to how you can categorize definitions in four different categories to help see the way a definition is constructed.

Marketers of today are confronted by the fact that it is increasingly difficult to gain the customer's attention, as they first have to break through the ad clutter. In a landscape where the general attitude towards advertising is negative, one way to successfully deliver the message to the customer involves communicating through personal impact. By using stimuli containing identical information with different senders, this thesis seeks to quantitatively explore whether brands can make use of the personal networks of its employees, in their social media marketing strategy. The purpose of the study is to investigate if communication via the employees could enhance traditional communication effects, such as buying intention and electronic WOM intention. Furthermore, the study aims to examine which role the employee should hold when communicating on behalf of the brand, and if the communication effects vary with the degree of product involvement.

Media society is under a constant development and in line with this change, firms must adapt to the market. We have investigated what fashion companies in fact are doing to communicate in the dynamic market. We wanted to find out how to communicate and how they can market themselves in a new and innovative way to create long-term customer relationships. We have used a theoretical frame of reference based on marketing communication, fashion marketing, branding and relationship marketing theories. We have assumed four themes throughout the survey which are: customer contact and relationships, emotion in communication, branding and relational communication.

Several public libraries are displaying media, such as literature, on the websites of their own. The purpose of this Master?s thesis is to make a survey of the display phenomenon at Swedish public libraries. Therefore the authors of this essay seek to understand why media is being displayed on the websites of public libraries, how it is being displayed and what kind of consequences the displaying will provide according to the respondents. The theoretical framework is based on different theories where marketing and availability defines the equal summary.