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Glasgow Business . 41 www.glasgowchamberofcommerce.com


SPARKLING RELATIONSHIPS


Corporate hospitality is more than just an excuse for a day out the office – it’s an important tool in deepening connections with clients


build relationships with their clients. Corporate hospitality has long been


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regarded as a powerful tool for developing long-term business links; but in the global economic downturn, firms are increasingly careful what they spend, how they spend it, and who they spend it on. How many companies, though, have a clear


hen times are tough, companies have no option but to become more inventive in the way they


understanding of the broader marketing concept in which the event was organised? If a company wants to reap the rewards of its


hospitality activities, it has to plan ahead and make sure that, as well as offering an enjoyable experience for its customers, there are business prospects at the end of the rainbow. Some experts suggest that companies should be spending around one per cent of their turnover on corporate hospitality. David Poter, Head of Commercial Strategy for Cordia, the parent organisation of Encore,


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