Titel: Ett komplicerat förhållande - om relationen mellan lobbying och marknadsföring Författare: Pernilla Jansdotter & Emma Josefsson Handledare: Christine Tidåsen Nivå: Kandidatuppsats i Marknadsföring, 15 hp, VT 2011 Nyckelord: Lobbying, PR, marknadsföring, tabu, marknadskommunikation Problemformulering: Hur använder företag lobbying ur ett PR- och marknadsförings-perspektiv och anses det vara en tabubelagd form av marknadskommunikation? Syfte: Syftet med uppsatsen är att undersöka och beskriva hur företag kan använda sig av lobbying ur ett PR- och marknadsföringsperspektiv samt hur allmänheten, företag och politiker ser på fenomenet. Metod: Uppsatsen är en kvalitativ studie med en abduktiv ansats. Sex semistrukturerade intervjuer med lobbyister och andra lobbyarbetare har genomförts. Ytterligare 20 mindre intervjuer med allmänheten samt en sekundärempirisk undersökning har utförts. Teoretisk referensram: Kapitlet inleds med en beskrivning av begreppet lobbying, hur kopplingen till PR och marknadsföring ser ut samt hur lobbyarbetet går till. Därefter beskrivs allmänhetens, politikers och företags inställning till lobbying. Empirisk studie: I empirin presenteras materialet från alla våra intervjuer samt vår sekundärempiriska undersökning. Respondenterna ger sin syn på fenomenet lobbying och inställningen till det. Detta presenteras under tre separata delar. Slutsats: Studien leder fram till slutsatsen att kopplingen mellan lobbying, marknadsföring och PR kan ses på flera olika sätt, men att framgångsrik lobbying kan påverka marknaden företag är verksamma på. Vi ser också att politiker och företag är positivt inställda, medan allmänheten har dålig kunskap om fenomenet och en mer negativ inställning till lobbying. / Title: It’s complicated! – The relationship between lobbying and marketing Authors: Pernilla Jansdotter & Emma Josefsson Advisor: Christine Tidåsen Level: Bachelor thesis in marketing (15 Swedish credits), Spring 2011 Keywords: Lobbying, Public Relations, Marketing, Taboo, Marketing communications Question: How is lobbying used by companies from a PR and marketing perspective and is it considered a taboo form of marketing communication? Purpose: The purpose with this thesis is to explore and describe how companies can avail lobbying from a PR and marketing perspective, and how lobbying workers, the general public and politicians perceive the attitude towards the phenomenon. Method: This thesis is a qualitative study with an abductive reasoning. Six semistructured interviews with lobbyists and other people who work with lobbying have been implemented. 20 smaller interviews with the general public and a secondary empirical study have been done. Theoretical framework: The chapter begins with a description of the concept of lobbying, how it links to PR and marketing, and how lobbying is done. After that a description is made of the public, politicians and corporate attitude to lobbying. Empirical studies: The empirical data presents material from all our interviews and our secondary empirical study. The respondents give their version on the phenomena lobbying and the attitude towards it. This is presented in three different sections. Conclusion: Our study leads to the conclusion that the link between lobbying, marketing and PR can be seen in several different ways, but also that successful lobbying may affect the market of a company. We also see that politicians and businesses are more positive, while the public has little knowledge of the phenomenon and a more negative approach to lobbying.

This dissertation examines the role of social media in the communication process of small and medium-sized enterprises (SMEs). Based on communication and social media theories, this study examines how small and medium-sized enterprises incorporate social media in their marketing and communication strategy. As a result, this study concludes that social media has an important role in the communication process of SMEs. The study shows, that to increase a two-way communication via social media, SMEs must focus more on enabling interactions, to collect responses and feedback. A professional appearance on the platforms has been considered as crucial. The results additionally show that SMEs recognize space and need for improvement of their social media skills. The integration of social media into the overall concept differs among the cases. A major obstacle can be found regarding the detection of target groups on social media. Moreover, a lack of strategic orientation can be found in terms of social media goals and budgets, as well as performance measurement.

Kaohsiung, developed from many heavy industries, was described as a cultural desert. The Kaohsiung City Government has tried to change the image and to build a civilised city in the recent years by drawing up new policies, including transportation, arts, tourism, film and television. The triumphs of the trendy drama "Black and White" and the film "NO PUEDO VIVIR SIN TI," which won prizes from Golden Bell Award and Golden Horse Award individually, became successful city marketing strategies promoting Kaohsiung through the film and television industry. In order to encourage the cinema culture industry, Information Bureau of Kaohsiung City Governmenat found Kaohsiung Film Archive and held Kaohsiung Film Festival. The goals of this festival are not only to proclaim the art and culture, but also to enhance audiences¡¦ chances to watch different kinds of movies. This study is focused on how to apply the communicate tools to reach these audience and what the strategies to choose. By using "2009 Kaohsiung Film Festival" as a case, this study exam it¡¦s marketing strategy with the theory of integrated marketing communication. Some in-depth interviews are conducted to collect crucial information. The purposes of this study include: (1) to understand the current situation and promotion results of Kaohsiung Film Festival; (2) to analyze "2009 Kaohsiung Film Festival" with integrated marketing communication. After the analysis, it will also provide some suggestions to the festival.

The main purpose of this thesis is to explore and investigate how an online company can utilize social media. Another purpose is to, though an extensive literature review, explain why a web-based company should exploit social communication channels. Another purpose is to analyze and explain the impact of implementing a channel extension strategy using social communication channels through an empirical study.

Šiuolaikinėje sparčiais tempais besivystančioje verslo aplinkoje, kiekvieną įmonė turi ieškoti naujų būdų, kaip išsilaikyti konkurencingoje rinkoje ir sėkmingai joje gyvuoti. Viena iš pagrindinių bei sėkmingiausių veiklos vykdymo ir palaikymo rinkoje priemonių yra teigiamas įmonės įvaizdžio formavimas. Įmonės įvaizdžiui skiriamas didelis dėmesys ne tik visame pasaulyje, bet ir Lietuvoje. Įmonei įvaizdis svarbus ne tik dėl vartotojų lojalumo ar pritraukimo galimybės, bet ir dėl kuriamos ilgalaikės vertės. Vis svarbesnę reikšmę įgyja kuo tinkamesnių vartotojų informavimo būdų ir priemonių paieška, todėl socialinei medijai tenka specialus vartotojų informavimo vaidmuo. „Web 2.0“ suteiktos galimybės eiliniam vartotojui internetinėje erdvėje dalintis, bei publikuoti turinį, pakoregavo pirminę komunikacijos proceso koncepciją. Komunikacija tapo daugialypė, įmonėms atsirado galimybė stebėti vartotojus, darbuotojus bei visus suinteresuotus asmenis diskutuojančius apie jų veiklą, produktus, teikiamas paslaugas ar komunikaciją, o vartotojai tapo pasiekiami tinkamu laiku ir tinkamoje vietoje. Spartus skaitmeninio turinio priemonių gausėjimas nulėmė integracijos procesus ne tik marketingo bei komunikacijos koncepcijose ir jų sąveikoje, bet ir visuose verslo procesuose. Technologijų inovacijos padeda pasiekti dar didesnį integralumą, bei komunikacijos efektyvumą. Kita vertus, socialinės medijos leidžia vartotojams inicijuoti bei valdyti komunikacijos procesą, todėl įmonės netenka... [toliau žr. visą tekstą] / Nowadays in the vastly growing business environment every company has to search for new ways how to survive in highly competitive market and be successful. One of the most important and successful ways to do so is forming the positive image of the company. Creating positive image is not only useful in order to attract new customers or to increase their loyalty, but also to create long-term value. Providing information to the customers/users in the right way and using right tools is becoming more and more important, therefore the role of social media here is constantly increasing. Objective of MBA Graduation paper - social media. Aim of MBA Graduation paper - to analyse theoretical aspects of social media and organisational image; to conduct a research of the impact of social media on the image of the company in Internet networks. Methodology and process of MBA Graduation paper: to analyse theoretically and summarize the understanding of social media and organisational image; based on the conducted research to analyse the use social media when forming the image of the company; to create a model which reflect the formation of social media and organisational image and the connection between the two; In the theoretical part based on available literature analysis, the reasons of social media appearance will be analysed as well as influence of social media in creating organisational image and connection between social media and organisational image will be established. Using the... [to full text]

Vanligtvis har de flesta vuxna svenskar någon typ av relation till en bank. De svenska storbankerna erbjuder alla likartade tjänster och produkter. Ett av bankernas stora konkurrensmedel är räntorna, dock är det inte stora skillnader mellan räntenivåerna. Detta leder till en svårighet för bankerna att differentiera sig. En större förståelse av kunder och hur banklokalerna påverkar dem, kan vara en väg för bankerna att differentiera sig. / Almost every adult in Sweden have some kind of relationship to a bank. The Swedish banks provide similar goods and services with an interest rate that usually doesn’t differ from the competitors. Therefore it is difficult for banks to differentiate themselves under these circumstances.

The title of this master´s thesis is Marketing Communications with an Emphasis on Sales Promotion. This master´s thesis is focused on marketing communications of czech beer brands in the company Heineken Česká republika, a.s. The main aim of this thesis is to analyse and describe sales promotion tools which have been used in the chosen company and to propose or recommend new tools which could be potentially used on the basis of comparison of used tools with the tools which can be found in the literature.

As a result of globalization, the concept of Corporate Social responsibility (CSR) has become on the agendas of organizations over the past decade. The organizations in Kuwait are no exception; they have been striving to address and execute the best practices of CSR. The banking sector in Kuwait, which plays a pivotal role in the economy, represents an area of strong interest for anyone wanting to research the depiction of CSR in Kuwait since it was the first sector that introduced corporate social responsibility and is considered a pioneer in that field. However, no studies were found that have examined CSR policies in practice in Kuwait or in the banking sector in particular. This thesis therefore focuses on obtaining a better understanding of how corporate social responsibility works in practice in the Kuwaiti banks from the perspective of three groups: the decision makers of CSR in the Kuwaiti banks, the employees of the banks, and the banks’ customers. The researcher used a qualitative approach in which data were collected using interviews and document analysis. The collected data were interpreted and analysed and thereafter drawn the conclusion that banks are very clear in defining their CSR objectives which are aligned with their overall corporate strategy. However, there were commonalities and differences in how stakeholders understand and perceive CSR. The study also revealed that both the 2008 financial crisis and Islam influenced the way CSR is exercised in the banks, and moderately, influenced the employees and customers.

This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser/sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer/receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model.

The main objective of this final thesis is the analysis of the current marketing activities of a targeted company and the customers? awareness. One of the objectives is an assessment and an efficiency of a marketing strategy and the instruments of communication mix. This thesis also describes and analyses, how the instruments of the communication mix are used in targeted company and how effective they are. The analysis of the history and current competition progression of the targeted company is also mentioned. The targeted company is the company Vase Auto Plc., specializing in trade and service of motorized vehicles. The company is based in Ceske Budejovice and it has a long tradition on the market including valued business name. In application part, there is introduced the targeted company Vase Auto Plc., business in the trade and service field of the BMW and Ford brands. There are the characterization of history and progress of the company progression, law aspects, the purpose of business and other relevant subjects described in this chapter. The current market position and the completion ability are shown in macro and micro space analysis of the company and analysis of current marketing activities within the communication mix.