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Sisältömarkkinointi B2B-sektorin ostopäätöksissä
(Turun yliopisto. Turun kauppakorkeakoulu, 2018-08-23)
Teknologian myötä kehittynyt digitaalinen maailma vaikuttaa suuresti myös yritysten toimintaan, esimerkiksi niiden markkinointiviestintään. Markkinoinnin ja markkinointiviestinnän murros teknologian kehittymisen ja ...
Partner Selection Process in Project Alliances
(Turun yliopisto, 2018-03-12)
Prior research emphasizes the role of selecting a suitable partner for interorganizational collaboration such as alliances and partnerships. Studies show that selecting a wrong partner is one of the main reasons for strategic ...
Online-videot sisältömarkkinoinnissa
(Turun yliopisto, 2017-11-01)
Kehittynyt teknologia on mahdollistanut kuluttajille online-videoiden tuottamisen ja kuluttamisen ajasta ja paikasta riippumatta ja myös yritykset ovat ottaneet sen osaksi markkinointiaan, erityisesti sisältömarkkinoinnin ...
Toward a customer-centric perspective of customer experience
(Turun yliopisto. Turun kauppakorkeakoulu, 2020-06-17)
Customer experience has become a key priority in marketing research and practice. Researchers largely recognize that the customer experience emerges as responses to stimuli along a customer journey. Extant research often ...
Personal branding on social media - The characteristics of strong personal brands in Finland
(2016-08-31)
The purpose of the study is to define the characteristics of strong personal brands on social media in Finland. Personal branding as a phenomenon is no longer limited to celebrities and political leaders. The digital ...
Service quality evaluations in massively multiplayer online role-playing games
(Turun yliopisto, 2017-10-02)
This thesis at hand delves into the service quality of video games. Service quality is the foundation of service marketing and service design. Therefore, marketers have for the better part of half a century worked to advance ...
DIGITAL BUSINESS-TO-BUSINESS MARKETING COMMUNICATIONS IN EMERGING MARKETS – Developing Business Marketing in Russia
(2012-09-01)
The core idea of this Master's Thesis was that five key characteristics – market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure – of emerging ...