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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Multisilta, Kerttu", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-06-20T07:55:56Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-06-20T07:55:56Z", "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/123456789/64759", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisoituminen on korostanut arvon luomisen merkityst\u00e4, sill\u00e4 se on yrityksille v\u00e4ltt\u00e4m\u00e4tt\u00f6myys murroksessa selviytymiseen. Teknologisen kehittymisen my\u00f6t\u00e4 arvoa voidaan my\u00f6s luoda yksisuuntaisen outbound-markkinoinnin sijasta vuorovaikutteisen sis\u00e4lt\u00f6markkinoinnin avulla. B2B-markkinoilla markkinointiviestinn\u00e4n muutos onkin johdattanut yritykset luomaan asiakkailleen suunnattuja digitaalisia sis\u00e4lt\u00f6j\u00e4, jolloin sis\u00e4lt\u00f6jen kuluttamisessa korostuu arvon tuottaminen asiakkaalle. N\u00e4in ollen yritysten tulisi entist\u00e4 paremmin tiedostaa oman kohdeyleis\u00f6ns\u00e4 tarpeet ja arvoa tuottavat tekij\u00e4t, jotta tehokasta ja asiakkaita hy\u00f6dytt\u00e4v\u00e4\u00e4 sis\u00e4lt\u00f6markkinointia on mahdollista toteuttaa. N\u00e4in ollen t\u00e4ss\u00e4 tutkimuksessa haluttiin selvitt\u00e4\u00e4, miten B2B-yritys pyrkii tuottamaan arvoa sis\u00e4lt\u00f6markkinoinnin toimenpiteidens\u00e4 avulla. Lis\u00e4ksi tutkimuksessa pyrittiin ymm\u00e4rt\u00e4m\u00e4\u00e4n, millaista arvoa B2B-asiakkaat kokevat yrityksen tuottamista sis\u00e4ll\u00f6ist\u00e4. Tutkimus toteutettiin kvalitatiivisena tutkimuksena, jossa aineisto ker\u00e4ttiin haastattelemalla suomalaisen ohjelmistoalan yrityksen ARROW Engineering Oy:n markkinointip\u00e4\u00e4llikk\u00f6\u00e4 sek\u00e4 yhdeks\u00e4\u00e4 yrityksen asiakasta. Tutkimustulosten mukaan arvolupauksilla on keskeinen rooli sis\u00e4lt\u00f6markkinoinnin toteuttamisessa, sill\u00e4 B2B-yrityksen sis\u00e4lt\u00f6markkinoinnin ytimess\u00e4 on arvon tuottaminen yrityksen kohdeyleis\u00f6lle. Tavoitteiden saavuttamiseksi B2B-yritys pyrkii tuottamaan selkeit\u00e4 ja lukijalle uusia n\u00e4k\u00f6kulmia antavia sis\u00e4lt\u00f6j\u00e4, jotka tarjoavat ratkaisun asiakkaiden arkip\u00e4iv\u00e4isiin ongelmiin. Lis\u00e4ksi tuloksien mukaan B2B-asiakkaat kuluttavat sis\u00e4lt\u00f6j\u00e4 pysy\u00e4kseen mukana toimialan ja tekniikan kehityksess\u00e4. Sis\u00e4lt\u00f6j\u00e4 kuluttamalla asiakkaat haluavatkin oppia uutta sek\u00e4 edist\u00e4\u00e4 oman yrityksens\u00e4 toimintaa. Tutkimuksen johtop\u00e4\u00e4t\u00f6ksiss\u00e4 l\u00f6ytyi sek\u00e4 yhtym\u00e4kohtia ett\u00e4 eroavaisuuksia aikaisemman teoriakirjallisuuden kanssa. Lis\u00e4ksi johtop\u00e4\u00e4t\u00f6ksiss\u00e4 todetaan, ett\u00e4 toteuttaakseen koko asiakkaan elinkaaren kattavaa arvokasta sis\u00e4lt\u00f6markkinointia, on sis\u00e4lt\u00f6markkinoinnin toimenpiteiss\u00e4 keskitytt\u00e4v\u00e4 uusasiakashankinnan lis\u00e4ksi my\u00f6s tuottamaan nykyasiakkaita palvelevia ja hy\u00f6dytt\u00e4vi\u00e4 sis\u00e4lt\u00f6j\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-06-20T07:55:56Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-06-20T07:55:56Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "86", "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": "sis\u00e4lt\u00f6markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakkaan kokema arvo", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "arvolupaukset", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Asiakkaan kokema arvo sis\u00e4lt\u00f6markkinoinnin kontekstissa : case ARROW Engineering 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-201906203345", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvonluonti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4lt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysasiakkaat", "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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