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[{"key": "dc.contributor.author", "value": "Raikamo, Sasu", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2012-05-22T06:51:15Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2012-05-22T06:51:15Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2012", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1217038", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/37874", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Internetin nopea kasvu kaupank\u00e4ynti-, viihde ja tietomediaksi on johtanut siihen, ett\u00e4 yritysten on oltava internetiss\u00e4. Internetin my\u00f6t\u00e4 perinteisesti markkinointiviestint\u00e4\u00e4 hallinneet markkinoinninkeinot ovat menett\u00e4neet asemaansa verkkomainonnan voimakkaan kasvun kustannuksella.\r\nNopea kasvu on tuonut mukanaan haasteita; kuinka saada oma verkkosivusto kohdeyleis\u00f6n tietoisuuteen oikealla hetkell\u00e4? Yksi vastaus haasteeseen ovat hakukoneet. Hakukonemarkkinointi voi olla oikein hy\u00f6dynnettyn\u00e4 tehokas apuv\u00e4line kohderyhm\u00e4n ohjaamisessa yrityksen verkkosivuille.\r\nHakukonemarkkinointi koostuu kahdesta tekniikasta, hakukonemainonnasta ja hakukoneoptimoinnista, joihin t\u00e4ss\u00e4 tutkimuksessa perehdyt\u00e4\u00e4n. Hakukonemainontaa ovat maksetut hakutulokset, optimointia sijoittuminen orgaanisissa hakutuloksissa.\r\nTutkimuksen case-yritykset ovat kansainv\u00e4lisi\u00e4 autovuokraamoja, joiden suomalaisia edustajia haastateltiin tavoitteena selvitt\u00e4\u00e4 hakukonemarkkinoinnin tehokkuutta autonvuokrausalalla.\r\nTutkimuksen tulokset osoittavat, ett\u00e4 autonvuokrausalalla hakukonemarkkinointia k\u00e4ytet\u00e4\u00e4n ja se koetaan tehokkaaksi sek\u00e4 suhteessa edulliseksi markkinoinnin muodoksi.\r\nAutonvuokrausalalla hakukonemarkkinointia k\u00e4ytet\u00e4\u00e4n monipuolisesti etenkin kuluttaja-asiakkaiden tavoittelussa. Parantamisen varaa on etenkin hakukoneoptimoinnin puolella. Tuloksista ilmeni lis\u00e4ksi tulosten mittaamisen suunnitelmallisuus sek\u00e4 yleisesti mittaamisen puute. Hakukonemarkkinoinnin\r\ntehokkuutta ja tuloksia on vaikea perustella ilman faktatietoa. Mittaamiseen panostaminen onkin ensimm\u00e4inen asia, johon alan yritysten kannattaa kiinnitt\u00e4\u00e4 huomiota ja panostaa kehitt\u00e4ess\u00e4\u00e4n edelleen hakukonemarkkinointiaan.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Sasu Raikamo (sajuraik) on 2012-05-22 06:51:14.941708. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2012-05-22T06:51:15Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201205221701.pdf: 602305 bytes, checksum: 5782c99b2d0525b970115cdfd419ef29 (MD5)\r\nlicense.html: 4964 bytes, checksum: 67ae0e31868f536ef52b779fc0b4776f (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2012-05-22T06:51:15Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201205221701.pdf: 602305 bytes, checksum: 5782c99b2d0525b970115cdfd419ef29 (MD5)\r\nlicense.html: 4964 bytes, checksum: 67ae0e31868f536ef52b779fc0b4776f (MD5)\r\n Previous issue date: 2012", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53 sivua", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Hakukonemarkkinoinnin tehokkuus B2B ja B2C asiakkaille autonvuokrausalalla Suomessa", "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-201205221701", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "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.subject.method", "value": "Kvalitatiivinen tutkimus", "language": null, "element": "subject", "qualifier": "method", "schema": "dc"}, {"key": "dc.date.updated", "value": "2012-05-22T06:51:15Z", "language": "", "element": "date", "qualifier": "updated", "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.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukonemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hakukoneoptimointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Internet", "language": null, "element": "subject", "qualifier": "yso", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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