Marketing Events as a Supportive Tool for Customer Loyalty : 9783838662367 : 20 Dec 2002 : Diploma Thesis from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,8, Bochum University of Applied Sciences (Wirtschaft, Business in Europe), language: English, abstract: 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 int