As the Incentive Federation Study (see previous page) shows, the majority of companies have yet to try incentive programs. The Society of Incentive & Travel Executives (SITE) hopes to change that with a new self-study course aimed at increasing awareness of incentive marketing programs.

"Many executives don't understand these programs," says Bob Vitagliano, SITE's executive vice president and CEO. "They still take the view that the VP of sales, for instance, likes to play golf, so

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