Free stuff is great for customers and a wonderful marketing tool for businesses. But there are limits, and there is a right and wrong way to go about it. University of Alabama Assistant Professor of Marketing Carlos Bauer is a co-author of a study titled “Effects of Gifting on Relationship Performance: Strategies for Avoiding Suspicion and Unfairness Perceptions,” which was published in the Journal of the Academy of Marketing Science.
Free gifts can strengthen customer relationships when matched to relationship stage
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