Marketing Events as a Supportive Tool for Customer Loyalty

Inhaltsangabe: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.

Inhaltsverzeichnis:Table of Contents:

LIST OF FIGURES4

LIST OF APPENDICES5

ABSTRACT6

PART I: PREFACE9

1.1RESEARCH OBJECTIVES9

1.2REPORT STRUCTURE9

1.3METHODOLOGY10

1.3.1PART CUSTOMER LOYALTY12

1.3.2PART MARKETING EVENTS13

1.3.3PART CONCLUSIONS AND FINDINGS13

1.3.4LIMITATIONS OF RESEARCH15

PART II: CUSTOMER LOYALTY17

2.1CUSTOMER SATISFACTION AND CUSTOMER LOYALTY18

2.2REASONS TO CREATE CUSTOMER LOYALTY AND SYNERGY EFFECTS21

2.3LOYALTY-CREATING FACTORS24

2.4APPRAISAL OF THE LOYALTY TOOLS27

PART III: MARKETING EVENTS30

3.1DEFINITION30

3.2THE NECESSITY OF NEW WAYS IN COMMUNICATION36

3.3EVENTS AND THE CLASSICAL MARKETING COMMUNICATIONS MIX39

3.3.1MARKETING EVENTS AND ADVERTISING40

3.3.2MARKETING EVENTS AND PUBLIC RELATIONS41

3.3.3MARKETING EVENTS AND SPONSORSHIPS41

3.3.4THE INTEGRATED MARKETING COMMUNICATIONS MIX45

3.4REASONS AND OBJECTIVES FOR MARKETING EVENTS47

3.5INTERNATIONAL ASPECTS49

3.6PROSPECTS FOR THE FUTURE51

3.7VIRTUAL EVENTS53

PART IV: FINDINGS AND ANALYSIS55

4.1CUSTOMER LOYALTY55

4.2MARKETING EVENTS59

4.3MARKETING EVENTS AS A SUPPORTIVE TOOL FOR CUSTOMER LOYALTY62

PART V: CONCLUSION68

REFERENCES70

APPENDICES