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[{"key": "dc.contributor.advisor", "value": "Salonen, Anna", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Heikkil\u00e4, Julius", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-11T13:05:06Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-11T13:05:06Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103433", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Myynnin ja markkinoinnin integraatiota on pitk\u00e4\u00e4n pidetty t\u00e4rke\u00e4n\u00e4 tekij\u00e4n\u00e4 B2B-yritysten kilpailukyvyn ja asiakasarvon rakentamisessa. K\u00e4yt\u00e4nn\u00f6ss\u00e4 n\u00e4iden kahden funktion yhteisty\u00f6 on kuitenkin usein haasteellista, erityisesti suurissa konserneissa, joissa myynti ja markkinointi toimivat hajautetuissa yksik\u00f6iss\u00e4 ja eri maantieteellisill\u00e4 alueilla. Yhteisty\u00f6n esteet voivat liitty\u00e4 rakenteelliseen siiloutumiseen, kulttuurisiin eroihin sek\u00e4 puutteelliseen viestint\u00e4\u00e4n ja tiedon jakamiseen. T\u00e4m\u00e4n pro gradu -tutkielman tavoitteena oli selvitt\u00e4\u00e4, mitk\u00e4 tekij\u00e4t est\u00e4v\u00e4t tai edist\u00e4v\u00e4t myynnin ja markkinoinnin integraatiota B2B-ymp\u00e4rist\u00f6ss\u00e4 ja miten integraatio vaikuttaa asiakastyytyv\u00e4isyyteen, operatiiviseen tehokkuuteen ja kilpailuetuun. Tutkimus toteutettiin kvalitatiivisena tapaustutkimuksena suomalaisessa konsernissa, jossa toimii useita toisistaan eroavia sisaryrityksi\u00e4. Aineisto ker\u00e4ttiin puolistrukturoiduin teemahaastatteluin ja tutkimukseen osallistui 15 myynnin ja markkinoinnin edustajaa eri yksik\u00f6ist\u00e4. Tutkimustulokset osoittavat, ett\u00e4 keskeiset integraation esteet liittyv\u00e4t organisatoriseen eriytymiseen, ajattelutapojen eroihin ja yksisuuntaiseen viestint\u00e4\u00e4n. Toisaalta integraatiota edist\u00e4v\u00e4t yhteiset prosessit, s\u00e4\u00e4nn\u00f6llinen vuorovaikutus, jaetut tavoitteet, CRM-j\u00e4rjestelmien hy\u00f6dynt\u00e4minen sek\u00e4 kulttuurinen luottamus ja johdon tuki. Integraation my\u00f6nteiset vaikutukset n\u00e4kyiv\u00e4t erityisesti asiakaspolun ymm\u00e4rt\u00e4misess\u00e4, ty\u00f6n sujuvuudessa, liidien laadussa ja yhteisty\u00f6n mielekkyydess\u00e4.\nTutkielma syvent\u00e4\u00e4 ymm\u00e4rryst\u00e4 myynnin ja markkinoinnin yhteisty\u00f6n k\u00e4yt\u00e4nn\u00f6n toteutumisesta monimutkaisessa B2B-konsernikontekstissa ja tuo esiin arjen vuorovaikutuksen ja johtamisen merkityksen integraation onnistumisessa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-11T13:05:06Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-11T13:05:06Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "46", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Myynnin ja markkinoinnin integraatio B2B yrityksiss\u00e4", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506115232", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://www.jyu.fi/fi/osc/kirjasto/tyoskentelytilat/laitteet-ja-tilat#toc-jyx-ty-asema.", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://www.jyu.fi/en/osc/library/workspaces/facilities-and-equipment#toc-jyx-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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