| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Vuorinen, Jukka", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "L\u00e4hteinen, Joni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-28T06:08:33Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-28T06:08:33Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/96218", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalisaatio on muokannut merkitt\u00e4v\u00e4sti ihmisten toimintaa, markkinointia ja\nsit\u00e4 kautta pk-yritysten liiketoimintaymp\u00e4rist\u00f6\u00e4. Pysy\u00e4kseen kilpailukykyisen\u00e4\ntulee markkinointisuunnitelmaan sis\u00e4llytt\u00e4\u00e4 perinteisen markkinoinnin lis\u00e4ksi\nmy\u00f6s digitaalisen markkinoinnin toimenpiteit\u00e4. T\u00e4ss\u00e4 kandidaatintutkielmassa\ntutkitaan digitaalisten markkinointity\u00f6kalujen k\u00e4ytt\u00f6\u00f6nottoon ja hy\u00f6dynt\u00e4miseen liittyvi\u00e4 tekij\u00f6it\u00e4 pk-yrityksiss\u00e4 ja sit\u00e4, millaisia haasteita t\u00e4h\u00e4n voi liitty\u00e4.\nDigitaalisen markkinoinnin keskeiset k\u00e4sitteet esitell\u00e4\u00e4n ja markkinointiteknologioita ja -ty\u00f6kaluja tarkastellaan sek\u00e4 arvioidaan niiden hy\u00f6tyj\u00e4 ja haittoja.\nLopuksi k\u00e4sitell\u00e4\u00e4n sit\u00e4, miten pk-yritykset hy\u00f6dynt\u00e4v\u00e4t digitaalisen markkinoinnin ty\u00f6kaluja, mik\u00e4 vaikuttaa niiden k\u00e4ytt\u00f6\u00f6nottoon ja k\u00e4ytt\u00f6\u00f6n sek\u00e4 millaisia mahdollisuuksia ja haasteita niiden k\u00e4ytt\u00f6\u00f6nottoon liittyy. Vaikka digitaalisen markkinoinnin teknologioiden k\u00e4ytt\u00f6\u00f6notossa ja k\u00e4yt\u00f6ss\u00e4 havaittiin olevan monia haasteita, kuten niiden vaikeak\u00e4ytt\u00f6isyys, yrityksen resurssien puute ja ep\u00e4varmuus niiden potentiaalista, ovat ne tutkimustulosten perusteella\nhy\u00f6dyllisi\u00e4 pk-yrityksille muun muassa niiden kustannustehokkuuden ja vuorovaikutuksellisuuden takia.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Digitalization has significantly transformed human activities, marketing, and\nconsequently the business environment of SMEs. To remain competitive, marketing plans must include not only traditional marketing actions but also digital\nmarketing measures. This bachelor's thesis investigates the factors related to the\nadoption and utilization of digital marketing tools in SMEs and the challenges\nthat may arise. Key concepts of digital marketing are introduced, and marketing technologies and tools are examined and evaluated for their benefits and\ndrawbacks. Finally, the thesis addresses how SMEs utilize digital marketing\ntools, what influences their adoption and utilization, and the opportunities and\nchallenges associated with their implementation. Although many challenges\nwere identified in the adoption and use of digital marketing technologies, such\nas their complexity, lack of resources in the business, and uncertainty about\ntheir potential, they are found to be beneficial for SMEs, particularly due to\ntheir cost-effectiveness and interactivity.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2024-06-28T06:08:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-28T06:08:33Z (GMT). No. of bitstreams: 0\n Previous issue date: 2024", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "31", "language": "", "element": "format", "qualifier": "extent", "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": "digitaalinen markkinointity\u00f6kalu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "teknologian omaksuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "pk-yritys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Digitaalisten markkinointity\u00f6kalujen k\u00e4ytt\u00f6\u00f6notto ja hy\u00f6dynt\u00e4minen pk-yrityksiss\u00e4", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202406285060", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Bachelor's thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Kandidaatinty\u00f6", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "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_7a1f", "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": "bachelorThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "pienet ja keskisuuret yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitalisaatio", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
|