"Jaakkola, Elina" - Selaus tekijän mukaan TUNICRIS-julkaisut

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    • Actor experience : Bridging individual and collective-level theorizing 

      Becker, Larissa; Karpen, Ingo Oswald; Kleinaltenkamp, Michael; Jaakkola, Elina; Helkkula, Anu; Nuutinen, Maaria (03 / 2023)
      article
      Many marketing phenomena involve a group’s collective experiences; however, marketing research largely focuses on an individual’s experiences. This research argues that individual-level theorizing alone is inadequate to ...

    • B2B customer journeys : Conceptualization and an integrative framework 

      Purmonen, Arttu; Jaakkola, Elina; Terho, Harri (08 / 2023)
      article
      Marketing practitioners and consultants have widely adopted the concept of customer journeys for use in analyzing contemporary B2B customer behavior, but despite this concept's potential, research on B2B customer journeys ...

    • Understanding and Managing Customer Experiences 

      Jaakkola, Elina; Becker, Larissa; Panina, Ekaterina; Edvardsson, Bo; Tronvoll, Bård (Palgrave Macmillan, 2022)
      bookPart