Metadaten







Promotionsordnung



Kumulative Dissertation



Titel


Financial Services Marketing: Empirical evidence on the impact and effectiveness of marketing events

Titel (englisch)



Autor/Autorin


Cheng, Candace

2. Autor/Autorin



Geburtsdatum



Geburtsort



Matrikelnummer



Schlagwörter (GND)


Finanzmarketing; Event-Marketing; Rückversicherungsbetrieb

DDC (Dewey Decimal Classification)


Wirtschaft - 330

Freie Stichwörter (deutsch)


Dienstleistungs-Marketing; Kundenzufriedenheit; Wissensmanagement; Rückversicherungsmarketing

Freie Stichwörter (englisch)


Financial services marketing; corporate reputation; brand; services marketing; relationship marketing; customer satisfaction; knowledge management; knowledge transfer; Swiss Re; networking; reinsurance marketing; re-insurance marketing; events marketing

Kurzfassung



Kurzfassung (englisch)


Marketing events, namely those events that companies use to communicate with their clients, partners and other stakeholders, have almost always existed in some form or another. However, their relevance has increased over the years as markets have become increasingly competitive and complex. This doctoral dissertation evaluates the benefits gained from marketing events (e.g. strengthening corporate reputation, brand building, relationship management, knowledge management, networking) as well as the factors influencing the effectiveness of marketing events. The focus of this empirical research was on financial services, in particular Swiss Re, a leading reinsurance company. Questionnaires distributed at numerous events held at the Swiss Re Centre for Global Dialogue provided the basis for the empirical analysis.

Universität


Universität St.Gallen

Referent/Referentin


Herrmann, Andreas (Prof. Dr.)

Korreferent/Korreferentin


Schmid, Beat (Prof. Dr.)

Erweitertes Diss. Komitee



Fachgebiet


Wirtschaftswissenschaften

Sprache


ENG

Promotionstermin (dd.mm.yyyy)


23.10.2006

Erstellungsjahr (yyyy)


2006

Dokumentart


Dissertation

Format


PDF

Dissertationsnummer


3200

Quelle



PDF-File


dis3200.pdf

Dokumentverknüpfung


Link zu diesem Dokument







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