| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Kansikas, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ikonen, Taneli", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-09-19T05:36:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-09-19T05:36:50Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/59561", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluneiden vuosikymmenien aikana s\u00e4hk\u00f6posti on muovaantunut yhdeksi tehokkaimmista digitaalisen markkinoinnin muodoista. S\u00e4hk\u00f6postimarkkinointi on avannut mahdollisuuksia yrityksille kohdentaa asiakkaille entist\u00e4 parempaa ja persoonallisempaa viestint\u00e4\u00e4. \nT\u00e4m\u00e4n ty\u00f6n tarkoituksena oli selvitt\u00e4\u00e4, kuinka yritys voi yll\u00e4pit\u00e4\u00e4 ja vahvistaa sen asiakassuhteita s\u00e4hk\u00f6postimarkkinoinnin avulla. Ty\u00f6 toteutettiin toimeksiantona it\u00e4suomalaiselle v\u00e4hitt\u00e4iskaupan yritykselle, joka haluaa ottaa s\u00e4hk\u00f6postimarkkinoinnin osaksi sen digitaalista markkinointiviestint\u00e4\u00e4 ja tavoittaa sen avulla yrityksen vanhoja asiakkaita. Ty\u00f6n tavoitteet jakautuivat tutkimuskysymykseen ja toimeksiannon perusteella saatuihin pienempiin tavoitteisiin, kuten sis\u00e4lt\u00f6\u00f6n liittyviin seikkoihin. \nTy\u00f6n empiirinen osuus ker\u00e4ttiin haastattelemalla kolmea markkinoinnin asiantuntijaa ja kolmea yrityksen entist\u00e4 asiakasta. Aineistoa k\u00e4siteltiin tulkinnallisella analyysilla informanttien keskuudessa ja tulokset osoittavat, ett\u00e4 s\u00e4hk\u00f6postimarkkinoinnin ja uutiskirjeen avulla yrityksen on mahdollista yll\u00e4pit\u00e4\u00e4 ja vahvistaa sen asiakassuhteita kustannustehokkaasti tarjoamalla vastaanottajille informatiivista ja relevanttia sis\u00e4lt\u00f6\u00e4. S\u00e4hk\u00f6postiviestint\u00e4 on suoraa viestint\u00e4\u00e4 asiakkaan ja yrityksen v\u00e4lill\u00e4 ja tarjoaa yritykselle mahdollisuuden luoda asiakkailleen lis\u00e4arvoa tuottamalla heille merkityksellist\u00e4 sis\u00e4lt\u00f6\u00e4. Lupamarkkinoinnin merkitys korostuu uuden EU:n tietosuoja-asetuksen my\u00f6t\u00e4. Muut tulosten perusteella saadut huomiot liittyiv\u00e4t viestin rakenteeseen, l\u00e4hetysajankohtaan, viestitiheyteen, mittaamisen ja testaamisen merkitykseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-09-19T05:36:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-09-19T05:36:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "language": "", "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.subject.other", "value": "s\u00e4hk\u00f6postimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "uutiskirje", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "S\u00e4hk\u00f6postimarkkinointi ja uutiskirjeen suunnittelu yrityksen asiakassuhteiden yll\u00e4pidon ja vahvistamisen tukena", "language": "", "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-201809194174", "language": "", "element": "identifier", "qualifier": "urn", "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": "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": "Yritt\u00e4jyys", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Entrepreneurship", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "student", "language": "", "element": "contractresearch", "qualifier": "initiative", "schema": "yvv"}, {"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": "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.subject.oppiainekoodi", "value": "20422", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suhdemarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "s\u00e4hk\u00f6posti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "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.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://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "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://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
|