Promoting business with corporate gifts – major issues and empirical evidence
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 January 2006
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.
Keywords
Citation
Fan, Y. (2006), "Promoting business with corporate gifts – major issues and empirical evidence", Corporate Communications: An International Journal, Vol. 11 No. 1, pp. 43-55. https://doi.org/10.1108/13563280610643543
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited