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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Peuhkuri, Alvar", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-03-23T07:35:16Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-03-23T07:35:16Z", "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/123456789/80305", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Account-based markkinointi (kirjoittaja ehdottaa suomenkielist\u00e4 termi\u00e4 \u201dasiakasperusteinen markkinointi) on noussut viimeisten vuosien aikana kuumaksi ja paljon puhutuksi aiheeksi. Tietotekniikan sek\u00e4 teknologian kehityksen my\u00f6t\u00e4 teknologioiden, kuten markkinoinnin automaation k\u00e4ytt\u00f6 on tuonut paljon muutoksia markkinoinnin maailmaan. Markkinoinnin automaatio on omalta osaltaan ollut mukana mahdollistamassa personoidun ja kohdennetun markkinoinnin skaalautuvaa k\u00e4ytt\u00f6\u00e4. Personoitu ja kohdennettu markkinointi voidaan n\u00e4hd\u00e4 olevan keskeisess\u00e4 roolissa account-based markkinoinnissa.\nHuolimatta account-based markkinoinnin nykyisest\u00e4 suosiosta, on aiheesta tehty tieteellinen tutkimus l\u00e4hes olematonta. N\u00e4in ollen kuilu k\u00e4yt\u00e4nn\u00f6n harjoittajien ja akateemisen tutkimuksen v\u00e4lill\u00e4 tunnistettiin. T\u00e4m\u00e4 tutkielma pyrkii omalta osaltaan t\u00e4t\u00e4 kuilua t\u00e4ytt\u00e4m\u00e4\u00e4n. Tutkielma pyrkii konseptualisoimaan account-based markkinoinnin sen komponenttien kautta, kuvaten mist\u00e4 komponenteista aihe muodostuu. T\u00e4m\u00e4n lis\u00e4ksi, tutkielma pyrkii mallintamaan account-based markkinoinnin prosessin. Lis\u00e4ksi tutkielma keskittyy jokaisen komponentin spesifiin rooliin. Tutkielman empiirinen osuus suoritettiin puolistrukturoiduilla teemahaastatteluilla. Haastateltaviksi valikoitiin alan ammattilaisia ja asiantuntijoita. Haastatteludata analysoitiin huolellisesti, tulokset johdettiin yhdist\u00e4m\u00e4ll\u00e4 haastatteluista saatua dataa sek\u00e4 aiheesta tehty\u00e4 kirjallisuuskatsausta olemassa olevasta teoriasta, liittyen account-based markkinoinnin eri osiin.\nT\u00e4m\u00e4 tutkielma antoi oman kontribuution kohti account-based markkinoinnin kirjallisuutta. Tutkielma ehdottaa konseptuaalista mallia account-based markkinoinnista, kuvastaen komponentteja, josta aihe muodostuu tutkielman mukaan. Lis\u00e4ksi tutkielma esitt\u00e4\u00e4 ehdotuksen, kuinka account-based markkinointiprosessin voi mallintaa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Account-based marketing has risen as one of the upmost interesting topics in B2B market- ing. As information technology has developed, it has become possible to scale highly personalized and targeted marketing actions on important accounts. Personalized and targeted marketing and marketing automation can be seen as central component of account- based marketing.\nDespite its recent popularity, account-based marketing has attained very limited academic attention. To fill this gap, this study presents one of the first academic attempts to conceptualize account-based marketing and investigate its micro-foundations it is formed from. To reach its goal, the study relied on a qualitative research, where the research data was collected via semi-structured interview targeting account-based marketing industry experts.\nThe study contributed to account-based marketing literature by presenting a concept model of its components. The components recognized by this study were B2B marketing, B2B sales, marketing automation, content marketing, sales & marketing alignment and sales lead- & key account management. The study also contributed by presenting a pro- cess model for account-based marketing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2022-03-23T07:35:16Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-03-23T07:35:16Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "76", "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": "eng", "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": "account-based marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ABM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing automation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CRM", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Account-based marketing concept and process", "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-202203232004", "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": "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asiakkuudenhallinta", "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": "yritysmarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritysstrategiat", "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.subject.yso", "value": "customer relationship management", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "business-to-business marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "corporate strategies", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "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/collections/archival-workstation).", "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/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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