Marketing Events as a Supportive Tool for Customer Loyalty
- Art: Diplomarbeit
- Autor: Gabriela Strauß
- Abgabedatum: April 2002
- Umfang: 88 Seiten
- Dateigröße: 501,8 KB
- Note: 1,8
- Institution / Hochschule: Fachhochschule Bochum Deutschland
- ISBN (eBook): 978-3-8324-6236-9
-
ISBN (Paperback) :
978-3-8324-6236-9 P - ISBN (CD) :978-3-8324-6236-9 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Strauß, Gabriela April 2002: Marketing Events as a Supportive Tool for Customer Loyalty, Hamburg: Diplomica Verlag
- Schlagworte: Kundenbindung, Kundenloyalität, Kommunikationsmix, Below-the-line, Public Relations
In den Warenkorb
48,00 €
Diplomarbeit von Gabriela Strauß
Abstract:
Part one briefly introduces the reader to the topic and the research objectives. Moreover, the methodical approach to meet the research objectives will be presented. Part two provides the theoretical framework of customer loyalty. Terms, advantages and strategies related to customer loyalty are introduced. Furthermore, the report illustrates factors that support the development of customer loyalty and evaluates the requirements to develop new loyalty tools. Part three presents a definition and classification of marketing events as well as the inevitability of creating new ways of communication. Furthermore, it portrays international dimensions of marketing events, as well as a future outlook. Virtual events will be described as new approaches within the tool event marketing. Part four provides the findings of this project and analyses the connection between marketing events and customer loyalty. The report is finalised by a conclusion in part five.
Table of Contents:
| LIST OF FIGURES | 4 | |
| LIST OF APPENDICES | 5 | |
| ABSTRACT | 6 | |
| PART I: PREFACE | 9 | |
| 1.1 | RESEARCH OBJECTIVES | 9 |
| 1.2 | REPORT STRUCTURE | 9 |
| 1.3 | METHODOLOGY | 10 |
| 1.3.1 | PART CUSTOMER LOYALTY | 12 |
| 1.3.2 | PART MARKETING EVENTS | 13 |
| 1.3.3 | PART CONCLUSIONS AND FINDINGS | 13 |
| 1.3.4 | LIMITATIONS OF RESEARCH | 15 |
| PART II: CUSTOMER LOYALTY | 17 | |
| 2.1 | CUSTOMER SATISFACTION AND CUSTOMER LOYALTY | 18 |
| 2.2 | REASONS TO CREATE CUSTOMER LOYALTY AND SYNERGY EFFECTS | 21 |
| 2.3 | LOYALTY-CREATING FACTORS | 24 |
| 2.4 | APPRAISAL OF THE LOYALTY TOOLS | 27 |
| PART III: MARKETING EVENTS | 30 | |
| 3.1 | DEFINITION | 30 |
| 3.2 | THE NECESSITY OF NEW WAYS IN COMMUNICATION | 36 |
| 3.3 | EVENTS AND THE CLASSICAL MARKETING COMMUNICATIONS MIX | 39 |
| 3.3.1 | MARKETING EVENTS AND ADVERTISING | 40 |
| 3.3.2 | MARKETING EVENTS AND PUBLIC RELATIONS | 41 |
| 3.3.3 | MARKETING EVENTS AND SPONSORSHIPS | 41 |
| 3.3.4 | THE INTEGRATED MARKETING COMMUNICATIONS MIX | 45 |
| 3.4 | REASONS AND OBJECTIVES FOR MARKETING EVENTS | 47 |
| 3.5 | INTERNATIONAL ASPECTS | 49 |
| 3.6 | PROSPECTS FOR THE FUTURE | 51 |
| 3.7 | VIRTUAL EVENTS | 53 |
| PART IV: FINDINGS AND ANALYSIS | 55 | |
| 4.1 | CUSTOMER LOYALTY | 55 |
| 4.2 | MARKETING EVENTS | 59 |
| 4.3 | MARKETING EVENTS AS A SUPPORTIVE TOOL FOR CUSTOMER LOYALTY | 62 |
| PART V: CONCLUSION | 68 | |
| REFERENCES | 70 | |
| APPENDICES |
In den Warenkorb
48,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832462369
Arbeit zitieren:
Strauß, Gabriela April 2002: Marketing Events as a Supportive Tool for Customer Loyalty, Hamburg: Diplomica Verlag
Schlagworte:
Kundenbindung, Kundenloyalität, Kommunikationsmix, Below-the-line, Public Relations
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