dc.description.abstract | Sales Promotion activities have gained strategic focus as markets are getting complex and
competitive.
Key managerial concerns in this area are budget allocation across elements of promotions
as well as trade vis. consumer promotion, how to design individual sales promotion
techniques and a calendar in face of competitive promotions, how to manage them and
evaluate the short-term and long-term impact of the same. The objective of this paper is to
present, through Meta-analysis, an overview of recent contributions appearing in
scholastic journals relevant to the field of Sales Promotion, to classify them into different
classificatory framework, report key findings, highlight the managerial implications and
raise issues. The database used is the EBSCO host available on VSLLAN (Library)-
Indian Institute of Management Ahmedabad). The selection procedure consisted of peerreviewed
scholarly contributions for recent five year period. Out of more than 700 articles
64 article were selected which were analyzed for classifying them into
• Perspective addressed: Manufacturer, retailer or consumer.
• Market [country where the research was undertaken]
• Type of promotion activity addressed - coupon, contest, price cut etc.
• Management function addressed: planning, implementation, control [evaluation]
•
It was found that majority of the articles addressed manufacturer's perspectives ; almost
all studies were done in developed countries ; coupon as a consumer promotion tool was
widely researched; and more than half of the articles were addressing planning related
issues.
Finally attempt has been made to synthesize managerial implications of the studies under
broad topic areas for guidelines for managers. | en |