Show simple item record

dc.contributor.advisorMari Suoranta
dc.contributor.advisorTanja Leppäaho
dc.contributor.authorCheng, Yi-Tung
dc.date.accessioned2017-07-06T09:55:41Z
dc.date.available2017-07-06T09:55:41Z
dc.date.issued2017
dc.identifier.otheroai:jykdok.linneanet.fi:1704788
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/54867
dc.description.abstractBoth the marketing communication strategy of mobile game industry and the industry itself have been drastically evolving in the past years since the development of computation, data transfer and communication technology on mobile devices. Marketing communication has been considered a significant part in marketing strategy, but the marketing communication strategy, activity and channels were not well investigated so far. In this study, 9 SMEs Finnish and Japanese mobile game developers and publishers provided their experience on how they built up marketing communication strategy for their targeting markets, which marketing communication channels they have used and how they chose the channels. Through this study, it is understood that the marketing communication strategy and activities of both Finnish and Japanese mobile game developers and publishers were highly constrained by their financial resource and their own experience on the activities and channels. On the other hand, some difference in user preference in media channels potentially caused the phenomena that some media channels are only used by Japanese mobile game developers and publishers but not by Finnish ones. This study revealed that utilizing marketing communication channels in marketing activity effectively and financially efficiently on the targeted market based on the understanding of user preference of the targeted market could be the potential keys to succeed in the targeted market.en
dc.format.extent1 verkkoaineisto (74 sivua)
dc.language.isoeng
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.subject.otherMobile games
dc.subject.otherMarketing management
dc.subject.otherCommunication
dc.subject.otherMarketing channels
dc.subject.otherFinland
dc.subject.otherJapan
dc.titleMarketing communication strategy of Finnish and Japanese mobile game developers and publishers
dc.identifier.urnURN:NBN:fi:jyu-201707063243
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineYrittäjyysfi
dc.contributor.oppiaineEntrepreneurshipen
dc.date.updated2017-07-06T09:55:41Z
dc.audience
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20422
dc.subject.ysomobiilipelit
dc.subject.ysomarkkinointi
dc.subject.ysomarkkinointiviestintä
dc.subject.ysoSuomi
dc.subject.ysoJapani


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record