Promoting business with corporate gifts – major issues and empirical evidence

Promoting business with corporate gifts – major issues and empirical evidence Purpose – The purpose of this paper is to describe how corporate gifts are an important tool in the marketing communication mix. Design/methodology/approach – 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. Findings – 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. Originality/value – Illustrates the important role that corporate gifts and incentives play in the marketing communication mix. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Promoting business with corporate gifts – major issues and empirical evidence

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280610643543
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to describe how corporate gifts are an important tool in the marketing communication mix. Design/methodology/approach – 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. Findings – 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. Originality/value – Illustrates the important role that corporate gifts and incentives play in the marketing communication mix.

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: Jan 1, 2006

Keywords: Marketing communications; Business ethics; Airlines; Incentive schemes; Marketing mix

References

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