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[{"key": "dc.contributor.advisor", "value": "Aaltio, Iiris", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Latvanen, Samuel", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-26T12:27:12Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-26T12:27:12Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75966", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sis\u00e4lt\u00f6markkinoinnista on tullut merkitt\u00e4v\u00e4 osa modernia markkinointia, jossa luodaan arvoa tuovia sis\u00e4lt\u00f6j\u00e4 organisaatioiden kohderyhmille. Aikaisemmin sis\u00e4lt\u00f6markkinointi on ollut Suomessa melko tuntematon k\u00e4site, mutta muutaman viime vuoden aikana se on saavuttanut suosiota markkinointip\u00e4\u00e4tt\u00e4jien keskuudessa. Sis\u00e4lt\u00f6markkinoinnin onnistuminen ei kuitenkaan ole itsest\u00e4\u00e4nselvyys, ja sen onnistuminen vaatii organisaatiokulttuurin muutoksen. \nT\u00e4m\u00e4 pro gradu -tutkielma selvitt\u00e4\u00e4 case-tutkimuksen avulla, millaisella mallilla sis\u00e4lt\u00f6markkinointia voidaan johtaa onnistuneesti, ja miten yrityksen henkil\u00f6st\u00f6 on mahdollista sitouttaa t\u00e4h\u00e4n prosessiin. Case-tutkimus perustuu er\u00e4\u00e4ss\u00e4 rakennusalan yrityksess\u00e4 tehtyyn sis\u00e4lt\u00f6markkinointikokeiluun, joka toteutettiin vuosien 2019\u20132020 aikana. Tutkielman teoreettinen viitekehys koostuu sis\u00e4lt\u00f6markkinoinnin aikaisemmasta tutkimuksesta ja teoriasta. Aineisto pyrkii selvitt\u00e4m\u00e4\u00e4n tutkimusyrityksess\u00e4 toteutetun sis\u00e4lt\u00f6markkinointikokeilun k\u00e4yt\u00e4nn\u00f6n kokemuksia ja kehityskohtia. Tutkimus on toteutettu kvalitatiivisena tutkimuksena, jonka aineisto on ker\u00e4tty haastattelemalla tutkimusyrityksen myynti- ja markkinointiosaston ty\u00f6ntekij\u00f6it\u00e4. Haastattelut on toteutettu teemahaastatteluina ja aineisto on analysoitu sis\u00e4ll\u00f6nanalyysin ja teemoittelun avulla. Tutkimustulokset vahvistivat yleisp\u00e4tev\u00e4n sis\u00e4lt\u00f6markkinointimallin, jossa sis\u00e4lt\u00f6markkinoinnin toteuttaminen on jaettu viiteen eri prosessiin. Tuloksissa korostui varsinkin sis\u00e4lt\u00f6markkinoinnin mittaamisen sek\u00e4 henkil\u00f6st\u00f6n sitouttamisen t\u00e4rkeys prosessin onnistumisen kannalta. N\u00e4m\u00e4 olivat kehitetyn sis\u00e4lt\u00f6markkinointimallin merkitt\u00e4vimm\u00e4t l\u00f6yd\u00f6kset. Aikaisempi teoria tukee t\u00e4m\u00e4n tutkimuksen tuloksia, vaikka tutkimusta aiheesta on tehty vasta viimeisen kymmenen vuoden ajan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-26T12:27:12Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-26T12:27:12Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "73", "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.title", "value": "Sis\u00e4lt\u00f6markkinoinnin johtaminen er\u00e4\u00e4ss\u00e4 rakennusalan yrityksess\u00e4", "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-202105263223", "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": "Johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Management and Leadership", "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": "20424", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "johtaminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "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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