The purpose of this study is to create an understanding of how a company selling commodity products works to create interest and loyalty among customers and how to stand out relative to competition. Based upon present theories within marketing communication, a comparison is made with actual market information to understand how well the theory can predict reality. The study is applied to the dairy industry with the company Valio as the bench mark. In total four persons have been interviewed, Marketing manager and category manager at Valio Sweden, and also project manager and art director from their advertising agency. The qualitative data obtained has been compared to predications given by theory.

This essay is focused on the marketing phenomenon buzz marketing. Buzz marketing is all about making the consumers to talk about your product. In the world we are living in with all the marketing messages, companies tries to find new ways to reach the consumers with their marketing message. The essay consists of 6 interviews with a low level of structure and standardisation. The material from these interviews has been analyzed with the help from the theories of buzz marketing, word of mouth, marketing communication, consumer behaviour, relationship marketing, one-to-one marketing and marketing ethics.

The role of the quality manager has evolved from being a quality controller to work with a more global business. Within many organizations in Sweden, however, the traditional role of the quality manager's remains and the tasks categorized as quality control still takes up most of the quality manager's time. The survey conducted as part of this master thesis shows that the quality manager in most businesses has multiple roles in addition to the role of quality manager, which can create a role conflict. One consequence of this is that each improvement is not given priority due to time constraints. Although the importance of a clear and committed leadership is the key for succeeding as the quality manager.

The aim of this Master thesis is to make a survey of the public library staff-relations at work and discuss relationship marketing as it applies to public libraries. Relationship marketing involves the establishment, maintenance and development of users and other library-related relationships, including the relations among the library staff itself. Good relations among the library staff is a necessary condition for good relations with others. The focus of relationship marketing is at the user?s needs, wants and demands instead of the library collections and services.

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 illustrate companies? way of using Key Account Management in the organization. We developed the four following research questions: Why do companies choose to use Key Account Management? How do companies identify and choose their key customers? How does a key account manager work? How do the skills needed by a key account manager look like? The results showed that KAM offered several important benefits, mainly of economical characteristics. Identification of the key accounts was mainly conducted through certain economical criteria the customers had to fulfil.

The aim of this thesis is to investigate how libraries market themselves in social media and why they do it. I have studied a certain public library?s process of introducing social media into its marketing mix, the preparations for this process and the effects of these marketing methods.The theoretical framework for this thesis is based on relationship marketing, a theory which focuses on relationships, networks and interaction. My main method has been semi-structured interviews with a librarian at the relevant library, with the manager of the library and with the head of the municipality?s department of communication.The results of my studies show that marketing on social media is a positive and important thing for libraries.

The society of today is overflowed with information and commercials. There is a thick media noise that the marketers finds hard to penetrate. Bearing this in mind, we can see that Event Marketing, witch is marketing through events, has grown to be a popular form of communication as it has an ability to work its way through the existing media noise. Through events a company can strengthen its brand and image as well as form a lasting relationship with its consumers. What other functions does Event Marketing possess? In what context is Event Marketing an appropriate marketing strategy to use? These are two questions that we aim to answer through this essay.To be able to answer these questions we interviewed the Marketing manager of two different companies, L´oréal and TeliaSonera.

The aim of this Master?s thesis is to investigate different ways of illustrating the information literacy of librarians and with a pragmatic view survey what has been written about marketing the librarians. The thesis is based on a marketing theory introduced by Philip Kotler. He believes that marketing is a social process and that everything can be marketed. I have reviewed three marketing strategies and their significance in marketing the information literacy of librarians.

The purpose of this thesis was to study managers in the tourism market who works with internal marketing towards their personnel. A case study with two tourism providers, Hotel La-ponia and Mix Ranch, was performed. The cases were based on personal interviews with the hotel manager at Hotel Laponia and with the owner of Mix Ranch. The research questions were based on why tourist providers use internal marketing and how tourist providers use internal marketing. The findings were that it was regarded as very important to have moti-vated, satisfied, and properly trained personnel in this business because they are the ones who have direct communication with the clients and they are an important issue to help the com-pany to success.

In the digital era, new services have entered the public libraries, like seeking information on the Internet, in databases, newspapers online etc. But many citizens do not know that these services exist. The libraries have a democratic responsibility to inform about them. In the county of Östergötland a project started in 2001 where libraries in five small municipalities built websites in which they present all their electronic services available. One of the aims was with the help of different kinds of marketing to reach special groups of people, like adult students, small companies and politicians.

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.

For a company to survive it has to make a profit. To make a profit transactions are necessary and to achieve this a company can choose to focus on creating loyal customers. Loyal customers can contribute to secured revenues, increased market shares and reduced marketing costs. Research within customer loyalty has mainly focused on different types of loyalty and the impact it has on customers behavior. However, there is a lack of research concerning which factors that create loyal customers.

The main objective of this thesis is to study the brand manager?s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its co-partners such as an advertising agency. We have also studied three global business to customer (B2C) companies, Mars, Unilever and Nestlé, to get a picture of brand managers? role and responsibilities within the B2C environment which is already quite far ahead in the development of the brand management thinking..

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.