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.
Corporate Communications: An International Journal – Emerald Publishing
Published: Jan 1, 2006
Keywords: Marketing communications; Business ethics; Airlines; Incentive schemes; Marketing mix
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera