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[{"key": "dc.contributor.advisor", "value": "Shaikh, Aijaz", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pesonen, Elisa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-05-24T07:13:38Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-05-24T07:13:38Z", "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/123456789/81242", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Maailma muuttuu radikaalia vauhtia, ja kaikki ymp\u00e4rill\u00e4mme on digitaalisempaa joka\np\u00e4iv\u00e4. T\u00e4m\u00e4 vaikuttaa laajasti organisaatioiden toimintaan ja jopa ihmisten\njokap\u00e4iv\u00e4iseen el\u00e4m\u00e4\u00e4n. Organisaatioilla on keskeinen tarve sopeutua nopeasti\nmuuttuviin olosuhteisiin. Muuttuva toimintaymp\u00e4rist\u00f6 vaikuttaa kriittisesti my\u00f6s markkinointia. Kuten nopeasti muuttuvassa ymp\u00e4rist\u00f6ss\u00e4, toimenpiteiden on tapahduttava\nnopeasti vastatakseen jatkuvasti muuttuviin asiakkaiden tarpeisiin. Ketterist\u00e4\nmenetelmist\u00e4 on tehty laajaa tutkimusta ohjelmistokehityksen n\u00e4k\u00f6kulmasta, mutta\nmarkkinoinnin n\u00e4k\u00f6kulmasta tutkimus on edelleen vajavainen.\n\nTeoreettisen viitekehyksen keskeisi\u00e4 k\u00e4sitteit\u00e4 ovat markkinointi digitaalisella aikakaudella, ketter\u00e4t menetelm\u00e4t ja ketter\u00e4 markkinointi. N\u00e4m\u00e4 k\u00e4sitteet valittiin\ntutkimuksen kontekstin ymm\u00e4rt\u00e4miseksi paremmin.\n\nT\u00e4m\u00e4n tutkimuksen ensisijaisena p\u00e4\u00e4m\u00e4\u00e4r\u00e4n\u00e4 oli arvioida, miss\u00e4 m\u00e4\u00e4rin ketter\u00e4t\nmenetelm\u00e4t soveltuvat markkinointitarkoituksiin. Tutkimuksen empiirinen osa keskittyy\nketterien menetelmien motiiveihin, edellytyksiin, hy\u00f6tyihin ja haasteisiin markkinoinnissa. Tutkimuksessa noudatettiin kvalitatiivista tutkimusl\u00e4hestymistapaa ja empiirinen\naineisto ker\u00e4ttiin tekem\u00e4ll\u00e4 puolistrukturoituja haastatteluja. Seitsem\u00e4\u00e4 markkinoinnin\nasiantuntijaa haastateltiin et\u00e4n\u00e4 joulukuun 2020 ja helmikuun 2021 v\u00e4lisen\u00e4 aikana, jotta\nsaatiin tietoa ketter\u00e4n menetelm\u00e4n k\u00e4yt\u00f6st\u00e4 markkinointitarkoituksiin. Temaattinen analyysi tehtiin aineiston analysoimiseksi sek\u00e4 tulosten edelleen tulkitsemiseksi ja yleist\u00e4miseksi.\n\nTutkimuksen perusta riippuu ketteri\u00e4 menetelmi\u00e4 p\u00e4ivitt\u00e4isess\u00e4 ty\u00f6ss\u00e4\u00e4n k\u00e4ytt\u00e4vien markkinoinnin asiantuntijoiden kokemuksista. Tutkimus paljastaa, ett\u00e4 tulosten ja\naiemman, p\u00e4\u00e4asiassa ohjelmistokehitykseen keskittyneen ketterien menetelmien tutkimuksen v\u00e4lill\u00e4 on yhteys. Lis\u00e4ksi tutkimus osoittaa, ett\u00e4 ketter\u00e4t menetelm\u00e4t voivat sopia\nmarkkinointiorganisaatioille ja -tiimeille ottaen huomioon tietyt edellytykset ja haasteet.\nTulosten perusteella menetelmill\u00e4 voidaan saavuttaa liiketoimintaetuja.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The world is changing at a radical speed, and everything around us is becoming more\ndigital every day. This affects businesses and even the daily lives of people. There is a\ncrucial need for organizations to be able to adapt quickly to the changing conditions. Digital dynamics are also disrupting marketing. As in a fast-changing environment, actions\nneed to occur quickly to respond to the continuously evolving customer needs. There has\nbeen extensive amount of research on agile methodologies from the software development perspective, but research from the marketing perspective is still lacking.\n\nThe key concepts of the theoretical framework include marketing in the digital era,\nagile methodologies and agile marketing. These concepts were selected to further understand the research context.\n\nThe primary context of this study was to evaluate to which extent agile methodologies are suitable for marketing purposes. The empirical part of the study focuses on the\nmotives, prerequisites, benefits, and challenges of agile methodologies in marketing. The\nstudy followed a qualitative research approach, and the empirical data was collected by\nconducting semi-structured interviews. Seven marketing experts were interviewed remotely during December 2020 to February 2021 to acknowledge insights about the use of\nagile methodologies for marketing purposes. A thematic analysis was made to analyse the\ndata and further interpret and generalize the findings.\n\nThe basis of the study depends on the experiences of the marketing experts who\nuse agile methodologies in their daily work. The study reveals that there is a connection\nbetween the results and previous research on agile methodologies mainly focusing on\nsoftware development. Additionally, the study indicates that agile methodologies may be\nsuitable for marketing organizations and teams when considering certain prerequisites\nand challenges. Based on the results, the methodologies can be used to gain business advantages.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-05-24T07:13:37Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-05-24T07:13:38Z (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": "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.title", "value": "Managing marketing in the digital era : evaluation of agile methodologies in marketing", "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-202205242872", "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"}, 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markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "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": "agile methods", "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": "change", "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.subject.yso", "value": "communication", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, 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