the human process gift
Do you knot that was Marcel Mauss the first anthropologist who studied in depth the process which is the gift? Identifying it with the exchange of mutual obligations as a social element inherent in human nature and based on the scheme to give, receive and return. Along the same lines, but from the point of view of #marketing, other authors argue that the main value of the gift is symbolic, so much so that from time immemorial the merchandising has served a communicative function in the human group with such heterogeneous as numerous.
More info at: https://en.wikipedia.org/wiki/Marcel_Mauss