| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Wessman, Sami", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-04-22T04:32:08Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-04-22T04:32:08Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/80670", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sis\u00e4lt\u00f6markkinointi on ollut jo useamman vuoden ajan suosittu markkinoinnin ja inbound-markkinoinnin keino yrityksille. Sis\u00e4lt\u00f6markkinoinnilla pyrit\u00e4\u00e4n l\u00e4ht\u00f6kohtaisesti sitouttamaan kohderyhm\u00e4n edustajat yritykseen heit\u00e4 kiinnostavan ja heid\u00e4n informatiivisia tarpeita vastaavan sis\u00e4ll\u00f6n avulla. Oikein toteutettuna sis\u00e4lt\u00f6markkinointi mahdollistaakin yrityksen liiketoiminnallisten tavoitteiden saavuttamisen. Sis\u00e4lt\u00f6markkinointi kokonaisuutena on kuitenkin viel\u00e4 melko tuntematon, mik\u00e4 tarkoittaa sit\u00e4, ett\u00e4 sis\u00e4lt\u00f6markkinoinnin merkityst\u00e4 osana liiketoimintaa ei v\u00e4ltt\u00e4m\u00e4tt\u00e4 ymm\u00e4rret\u00e4 tai osata hy\u00f6dynt\u00e4\u00e4 yrityksiss\u00e4.\n\nT\u00e4st\u00e4 syyst\u00e4 t\u00e4ss\u00e4 tutkimuksessa tutkitaan sit\u00e4, millaisia tavoitteita sis\u00e4lt\u00f6markkinoinnille asetetaan ja miten n\u00e4ihin tavoitteisiin p\u00e4\u00e4sy\u00e4 mitataan. Tutkimuksessa hahmotetaan tavoitteiden ja mittaamisen taustalla olevaa sis\u00e4lt\u00f6markkinoinnin kokonaisuutta, sill\u00e4 se auttaa ymm\u00e4rt\u00e4m\u00e4\u00e4n tavoitteiden saavuttamisen ja mittaamisen taustatekij\u00f6it\u00e4. Tutkimus toteutettiin kvalitatiivisena tutkimuksena. Aineiston ker\u00e4\u00e4minen toteutettiin haastattelemalla sis\u00e4lt\u00f6markkinointia ty\u00f6kseen tekevi\u00e4 ihmisi\u00e4.\n\nTutkimustulosten perusteella sis\u00e4lt\u00f6markkinoinnin tavoitteet ovat aina yrityskohtaisia ja tavoitteiden tulisi vastata yrityksen liiketoiminnallisia tavoitteita. Tavoitteiden t\u00e4yttymiseksi yrityksiss\u00e4 tulisi my\u00f6s asettaa pienempi\u00e4 sis\u00e4lt\u00f6markkinoinnin kokonaisuuden eri osa-alueita vastaavia v\u00e4litavoitteita. Sis\u00e4lt\u00f6markkinoinnin mittarit tulisi yrityksiss\u00e4 asettaa vastaamaan n\u00e4it\u00e4 m\u00e4\u00e4riteltyj\u00e4 tavoitteita ja mittaamisessa tulisi keskitty\u00e4 siihen, ett\u00e4 mitataan niin kokonaisuutta kuin pienempienkin osa-alueiden onnistumista. Tutkimuksen tulokset olivat linjassa aiheesta tehdyn aiemman tutkimuksen kanssa, mutta sen lis\u00e4ksi tuloksissa ilmeni uusia n\u00e4k\u00f6kulmia tavoitteiden asettamiseen ja mittaamiseen.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-04-22T04:32:08Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-04-22T04:32:08Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": "inbound-markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinoinnin mittaaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sis\u00e4lt\u00f6markkinoinnin tavoitteet ja mittaaminen", "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-202204222349", "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": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mittaus", "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": "tavoitteet", "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"}]
|