Promoting business with corporate gifts: major issues and empirical evidence

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1284

Full metadata record

DC Field	Value	Language
dc.contributor.author	Fan, Y	-
dc.coverage.spatial	20	en
dc.date.accessioned	2007-11-12T16:13:52Z	-
dc.date.available	2007-11-12T16:13:52Z	-
dc.date.issued	2006	-
dc.identifier.citation	Corporate Communication: An International Journal, 2006. 11:1, 43-55	en
dc.identifier.issn	1356-3289	-
dc.identifier.issn	DOI: 10.1108/13563280610643543	-
dc.identifier.uri	http://bura.brunel.ac.uk/handle/2438/1284	-
dc.description.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.	en
dc.format.extent	184832 bytes	-
dc.format.mimetype	application/msword	-
dc.language.iso	en	-
dc.publisher	Emerald Group Publishing Limited	en
dc.subject	corporate gifts, marketing communication, promotion mix, branding,business ethics, airline industry	en
dc.title	Promoting business with corporate gifts: major issues and empirical evidence	en
dc.type	Research Paper	en
Appears in Collections:	Marketing Brunel Business School Research Papers

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