Work

Promoting business with corporate gifts – major issues and empirical evidence

Year: 2006

Type: article

Abstract: Corporate gifts are an important tool in the marketing communication mix. This paper is divided into two parts. It first reviews the literature of corporate gifts and incentives, focusing on major issues in the use of corporate gifts: marketing issues, practical considerations, and ethical and cultural concerns. In the second part, it presents a survey in the UK airline industry. Corporate gifts are found to be used mainly as a means of enhancing corporate image and creating goodwill. They are also used to help reinforce other elements in the marketing communication mix such as advertising and sales promotion.

Source: Corporate Communications An International Journal

DOI: 10.1108/13563280610643543

Author: Ying Fan

Institution: University of Lincoln

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2012799826

FWCI: 3.643

Cites: 6

Cited by: 23

Related to: 10