Trends in sales promotion literature

Abstract

The objective of this study is to gain an insight into the trends of sales promotion literature published over 25 years. Data from 9 well-known foreign journals has been analyzed to provide a classification of framework, compute the trends and identity the gaps in sales promotion literature. A total of 171 articles is classified and is used for further categorization. The study reveals that a significantly larger number of articles are in the area of planning and evaluation of sales promotion schemes mainly targeted at consumers. Also consumer non-durable category is extensively researched. Most of the articles in the literature predominantly are using survey method of research design. The analysis reveals several lacunaes in the literature. As the available literature does not address all the issues pertaining to various aspects of sales promotion, it is hoped that this study would trigger much felt need for research in this area.