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[{"key": "dc.contributor.advisor", "value": "Koskelainen, Tiina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Luoma, Eetu", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Juppi, Katri", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kallioinen, Janina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-05-23T06:13:24Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-05-23T06:13:24Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/64130", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitaalinen markkinointi (Digital Marketing) on universaali aihe, joka kehittyy jatkuvasti. T\u00e4st\u00e4 syyst\u00e4 se my\u00f6s pysyy organisaatioita kiinnostavana aiheena. Aiheen kiinnostavuutta lis\u00e4\u00e4 my\u00f6s se, ett\u00e4 digitaalisen markkinoinnin m\u00e4\u00e4ritelm\u00e4 on moninainen, jonka vuoksi sen onnistunut tekeminen vaatii termin syv\u00e4llist\u00e4 ymm\u00e4rryst\u00e4. Digitaalisen markkinoinnin tekemiseen syntyy jatkuvasti uusia ty\u00f6kaluja, viitekehyksi\u00e4 sek\u00e4 alustoja sen toteuttamiseen. T\u00e4m\u00e4 aiheuttaa haasteita organisaatioiden markkinoijille, sill\u00e4 heid\u00e4n tulisi osata valita sopivat tuotteet ja palvelut oman organisaationsa tarpeisiin. Tutkimus aloitettiin siit\u00e4 l\u00e4ht\u00f6kohdasta, ett\u00e4 kirjallisuudesta ei l\u00f6ydy pienelle organisaatiolle sopivaa digitaalisen markkinoinnin viitekehyst\u00e4. T\u00e4llaisen viitekehyksen luominen asetettiin tutkimuksen tavoitteeksi. Tutkimuksessa haluttiin my\u00f6s testata viitekehyst\u00e4 toimeksiantajaorganisaation kontekstissa. Tutkimus toteutettiin suunnittelutieteellisen\u00e4 tutkimuksena ja siin\u00e4 noudatettiin suunnittelutieteellisen tutkimuksen prosessimallia (DSRM). Prosessimalliin kuuluu artefaktin luominen, joka oli t\u00e4ss\u00e4 tutkimuksessa digitaalisen markkinoinnin viitekehys. Luotu viitekehys oli my\u00f6s tutkimuksen p\u00e4\u00e4tutkimustulos. Kokonaisuudessaan viitekehys arvioitiin k\u00e4yt\u00e4nn\u00f6n testauksen pohjalta toimivaksi ja toimeksiantaja sai viitekehyksen pohjalta arvokasta tietoa omasta digitaalisesta markkinoinnistaan. Tieteen n\u00e4k\u00f6kulmasta tutkimus on merkitt\u00e4v\u00e4, koska t\u00e4llaista pienelle organisaatiolle suunniteltua digitaalisen markkinoinnin viitekehyst\u00e4 ei viel\u00e4 ole. Johtop\u00e4\u00e4t\u00f6ksen\u00e4 voidaan todeta, ett\u00e4 jokaisen organisaation tulee pohtia omat markkinointitoimenpiteens\u00e4 itse, eik\u00e4 yht\u00e4 oikeaa keinoa ole. Viitekehyksen my\u00f6t\u00e4 digitaalista markkinointia voidaan kuitenkin tehd\u00e4 systemaattisesti ja huomioida peruselementit, joita onnistunut digitaalinen markkinointi vaatii.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digital marketing is a universal topic, that evolves rapidly. This means that the topic stays as an interesting topic among different organizations. The definition of digital marketing is complex. To market successfully in a digital world, the term must be understood thoroughly. There are constantly emerging new tools, frameworks and platforms for digital marketing. This creates challenges for marketers, as they should know how to select the most appropriate services for their own companies from multiple choices. The start assumption of this study was the assumption that there is not yet a competitive solution for executing successful digital marketing \u2013 or at least the knowledge has not been gathered together. The objective of the research was to create a digital marketing framework that suits for smaller organizations. The digital marketing framework was also tested in the customer organization. The research was conducted as a design science study, and the study followed design science research model. This process model includes creating an artifact, and in this research the artifact was the digital marketing framework. The created framework was the main result of this research. The framework was evaluated to be functioning in practice and the customer organization received valuable knowledge about its digital marketing. This research is also significant for science, because there is not a digital marketing framework that is suitable specifically for smaller organizations. As a conclusion, every organization should define their own marketing activities and there is not one single rule how to do digital marketing. Still, digital marketing can be executed systematically by following this framework.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-05-23T06:13:24Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-05-23T06:13:24Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "95", "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": "viitekehys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalisen markkinoinnin onnistuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "suunnittelutieteellinen tutkimus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Onnistuneen digitaalisen markkinoinnin viitekehys : case: Kirjakaari Oy", "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-201905232742", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "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": "openAccess", "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": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "strategiat", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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