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[{"key": "dc.contributor.author", "value": "Saari, Lasse", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2014-02-11T14:59:34Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2014-02-11T14:59:34Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/42938", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Urheilumarkkinointi on tieteenalana melko nuori, mutta kasvussa oleva tieteenala. Aiheesta tarvitaan tutkimustietoa urheilun johtoteht\u00e4viss\u00e4 toimimiseen ja urheiluorganisaatioiden varainhankinnan edist\u00e4misen tueksi. T\u00e4m\u00e4n tutkielman tarkoituksena on selvitt\u00e4\u00e4 miten urheilumarkkinointia voidaan tutkia ja millaisin menetelmin siit\u00e4 voitaisiin saada hy\u00f6dyllist\u00e4 tutkimustietoa. \r\n\r\nTutkielman tavoitteena on l\u00f6yt\u00e4\u00e4 teoreettista pohjaa tulevalle sis\u00e4ll\u00f6lliselle tutkimukselle aiheesta. Tutkielmassa esitell\u00e4\u00e4n ajankohtaisimpia ja suomalaiseen kontekstiin soveltuvia malleja tuottaa tutkimustietoa sek\u00e4 pohditaan niiden mahdollisuuksia urheiluorganisaation markkinoinnin kehitt\u00e4miseen. \r\nErityisesti paneudutaan suhdemarkkinointiin, joka on aiheen ajankohtaisimpia tutkimussuuntia. Suhdemarkkinoinnin tutkimus voi tarjota kiinnostavaa tietoa urheiluorganisaatioiden ja niiden sidosryhmien v\u00e4lisist\u00e4 suhteista. N\u00e4k\u00f6kulma soveltuu suomalaisen urheilun kentt\u00e4\u00e4n erityisen hyvin. Keski\u00f6ss\u00e4 tutkielmassa ovat nimenomaan urheiluorganisaatiot, jollaisia ovat esimerkiksi urheiluseurat, lajiliitot ja muut urheiluj\u00e4rjest\u00f6t.\r\n \r\nTutkimusmenetelm\u00e4n\u00e4 on laaja-alainen perehtyminen urheilumarkkinoinnin kansainv\u00e4liseen ja kotimaiseen kirjallisuuteen. Erityisesti k\u00e4sittelyss\u00e4 on Andre B\u00fchlerin ja Gerd Nuferin (2010) teos, joka painottaa suhdemarkkinoinnin asiakassuhteita korostavan l\u00e4hestymistavan mahdollisuuksia urheiluorganisaatioille.\r\n \r\nTutkielmassa esitetyist\u00e4 tiedoista on hy\u00f6ty\u00e4 urheilumarkkinoinnin parissa toimiville ja siit\u00e4 tutkimuksellisesti kiinnostuneille. Useita jatkotutkimusaiheita esitell\u00e4\u00e4n ja perustellaan, sek\u00e4 tarjotaan suhdemarkkinointiin ja asiakassuhteiden laatuun perustuvaa teoreettista mallia niiden toteuttamiseksi. Pitk\u00e4aikaisena tavoitteena tutkielmalla on edist\u00e4\u00e4 alan tutkimusta ja k\u00e4yt\u00e4nt\u00f6\u00e4 Suomessa ja Jyv\u00e4skyl\u00e4n yliopistossa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Lasse Saari (laonilsa) on 2014-02-11 14:59:34.322059. Form: Kandin tutkielma -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/kandin-tutkielma-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 2014-02-11T14:59:34Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201402111221.docx: 173117 bytes, checksum: 77eb70a3ba6cf3b1d0723a22ca8af86b (MD5)\r\nlicense.html: 5037 bytes, checksum: 2a3a4d4e7d07de54069245a24bbf8274 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2014-02-11T14:59:34Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201402111221.docx: 173117 bytes, checksum: 77eb70a3ba6cf3b1d0723a22ca8af86b (MD5)\r\nlicense.html: 5037 bytes, checksum: 2a3a4d4e7d07de54069245a24bbf8274 (MD5)\r\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "33", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": "", "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "suhdemarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheiluhallinto", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheiluj\u00e4rjest\u00f6t", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilumarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheiluseurat", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Urheiluorganisaatiot ja sidosryhm\u00e4t vuorovaikutuksessa : mahdollisuuksia urheilumarkkinoinnin tutkimukseen", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201402111221", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatintutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Liikuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Sport and Health Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Liikuntakasvatuksen laitos", "language": "fi", "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": "Liikunnan yhteiskuntatieteet", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2014-02-11T14:59:35Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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