What Do We Know about Trade Promotions? Contributions, Limitations, and Further Research

Amit Poddar · Naveen Donthu

7 citations0/0 files storedJournal of Promotion Management

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Supply Chain and Inventory Management

Abstract

The trade promotion area remains seriously under-researched compared with its share of the overall marketing mix budget. This review attempts to provide an up-to-date account of what we know about trade promotions. For eight major topics we elaborate on what that topic means in the context of trade promotions, why it has been deemed important, what empirical findings have emerged in that area, and proposeareas for future research.

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1976Markets and Hierarchies: Analysis and Antitrust Implications.1980A Model of Sales.1995How Promotions Work 1989Market Response Models: Econometric and Time Series Analysis 1992International Journal of Retail & Distribution Management 1978Impact of Deals and Deal Retraction on Brand Switching 2001Reducing Assortment: An Attribute-Based Approach 1991Market response models: Econometric and time series analysis

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