Under hösten 2006 genomförde Piratförlaget en kampanj för boken ”Edward Finnigans upprättelse” där förlaget hyrde säljplatser i ett 20-tal bokhandlar. Detta var helt nytt i bokbranschen och beskrevs som kontroversiellt av branschtidningen Svensk Bokhandel. Uppsatsens syfte är att undersöka hur uthyrning av säljyta i butik uppfattas av svenska bokhandlare och förlag samt vilka effekter det kan få för sales promotion. Då bokbranschen ser annorlunda ut än övriga dagligvaruhandeln anser vi att det är intressant att sammankoppla uthyrning av säljyta till sales promotion vilket, enligt vår uppfattning, inte används i någon större omfattning i bokhandeln. Uppsatsens teoretiska bakgrund består i huvudsak av Sudhir & Raos (2006) teori som behandlar fördelar och nackdelar med ”slotting allowances”, vilket är den engelska termen för uthyrning av säljyta. Då teorin baseras på studier från livsmedelsbranschen undersökte vi hur väl den kan tillämpas på bokbranschen. Datainsamling skedde huvudsakligen genom intervjuer med tre förlag och tre bokhandlare. Undersökningens resultat visar att merparten av respondenterna var positivt inställda till att använda uthyrning av säljyta. Vidare kan uthyrning av säljyta leda till en ökad användning av säljställ och skyltningar, även kallat ”POP-promotion”. Slutligen kan uthyrning av säljyta vara ett nytt sätt för förlagen att styra och kontrollera exponeringar i bokhandeln.

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South African Breweries-Beer Division referred to as SAB, is a subsidiary of SABMiller plc. SAB manufacture, market and distribute alcoholic beverages and alcoholic fruit beverages (AFB's) throughout Southern Africa. Their strategy is to drive volume and productivity in major markets, optimise and expand market positions, seek value-adding opportunities to enhance their position as a global brewer and grow their brands in the international premium segment (http://www.SABMiller.com/pdfs/SABMiller%20Factsheet%20Update%20Feb%202004.pdf). However, the current Liquor Act (Liquor Act No. 27 of 1989) is being revised and is under going many changes. It makes provisions for shebeens, retail chain stores, petrol stations and supermarkets to become licensed to trade in alcoholic products. The imminent changes are meant to promote the development of a responsible and sustainable liquor industry in a manner that facilitates the entry of new participants (http://www.saccct.org.za/liguorpres.html). "One of the key issues for discussion as the provinces' drafted legislation for the retail licenses was how to encourage the normalisation of illegal retailers, or shebeens. An estimated 200 000 shebeens are currently outside the regulatory net," said Deputy director-general Astrid Ludin (http://business.iafrica.com/news/260060.htm). Given the above, it is estimated that the customer database of SAB will increase substantially. This study concentrates solely on shebeens as "the entry of new participants". Will SAB be adequately prepared to meet and satisfy their customer demands and operational obligations? Will they be adequately resourced or do they start planning now? Do they have anything to worry about? This study investigates SAB's readiness to service a substantially increased customer base. / Thesis (MBA)-University of KwaZulu-Natal, 2004.

Universiẗat, Diss.--Köln, 2007.

Fern-Universiẗat, Diss.--Hagen, 2007.

Thesis (Ph. D.)--University of Missouri-Columbia, 1997. / Typescript. Vita. Includes bibliographical references (leaves 364-370). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 1997. / Typescript. Vita. Includes bibliographical references (leaves 364-370). Also available on the Internet.

Diss. Univ. St.-Gallen, 2006 ; Nr. 3269. / CRM : Customer Relationship Management. Literaturverz.

Τα κίνητρα και οι αντιλήψεις των καταναλωτών, βάσει των οποίων επιλέγουν να αγοράσουν τα καλλυντικά για το δέρμα βρίσκονται στο επίκεντρο του ενδιαφέροντος τόσο των φαρμακευτικών εταιρειών όσο και των φαρμακείων. Με βάση αυτά, οι εταιρείες και τα φαρμακεία προβαίνουν σε διαφημίσεις και άλλες προωθητικές κινήσεις, προβάλλοντας τα χαρακτηριστικά που διαφοροποιούν τα προϊόντα τους. Στην παρούσα έρευνα δημιουργήσαμε και διαθέσαμε ένα ερωτηματολόγιο σε ένα δείγμα 127 ατόμων. Μέσω της συλλογής των απαντήσεων αποπειραθήκαμε να ανιχνεύσουμε τη γνώση και τις αντιλήψεις του καταναλωτικού κοινού σχετικά με τα καλλυντικά για το δέρμα, τα οποία διατίθενται στο φαρμακείο, να προσδιορίσουμε τα κίνητρα με τα οποία οι καταναλωτές τα επιλέγουν, καθώς και τις καταναλωτικές συνήθειες του δείγματος. Επίσης, αποπειραθήκαμε να ανιχνεύσουμε τις πηγές ενημέρωσης των καταναλωτών και τον τρόπο με τον οποίο επηρεάζονται από αυτές. Τέλος, προσπαθήσαμε να διερευνήσουμε κατά πόσο το φύλο, η ηλικία, η οικογενειακή κατάσταση, η κύρια απασχόληση και το επίπεδο σπουδών επηρεάζουν τη στάση και τη συμπεριφορά των καταναλωτών σχετικά με τα καλλυντικά για το δέρμα, καθώς και τον ρόλο που παίζει η διαφήμιση και η προώθηση πωλήσεων στην τελική τους επιλογή. / The interest of pharmaceuticals companies and drugstores is centred in the motivation of consumers, based on which they show preference in buying dermocosmetics. According to above, companies and drugstores use advertising and other promotional methods in order to differentiate their products. In the present dissertation we created and distributed a questionnaire to a sample of 127 persons. Through the collection of responses, we attempted to detect the awareness of consumers regarding dermocosmetics, which are sold in drugstores. We also tried to analyze the motivation and the consuming habits of the paticipating sample. We also made an effort to identify sources of information regarding dermocosmetics and the way consumers are influenced by these sources. Finally, we tried to clarify how several demographic factors such as sex, age, current marital and job status, and studies influence the approach and behavior of consumers regarding dermocosmetics, as well as the influence of advertising and sales promotion at the final choice of consumers.

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.