Patterns of gift giving and their marketing implications
Bryan Lowes
(Management Centre, University of Bradford, Bradford, UK)
John Turner
(Management Centre, University of Bradford, Bradford, UK)
Gordan Wills
(Management Centre, University of Bradford, Bradford, UK)
1041
Abstract
Evaluates current evidence on contemporary gift giving, drawing some tentative marketing conclusions. Draws evidence from surveys carried out in Bradford, UK and those carried out by Gallup and the National Opinion Polls on Christmas shopping. Looks at the role of gift giving in society while interpreting data and drawing marketing conclusions and contrasting with primitive societies.
Keywords
Citation
Lowes, B., Turner, J. and Wills, G. (1968), "Patterns of gift giving and their marketing implications", European Journal of Marketing, Vol. 2 No. 3, pp. 217-229. https://doi.org/10.1108/EUM0000000005255
Publisher
:MCB UP Ltd
Copyright © 1968, MCB UP Limited