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

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.

[1]  Amit Poddar,et al.  Improving trade promotions through virtual forward buying , 2013 .

[2]  Kusum L. Ailawadi,et al.  Findings - Retailer Promotion Pass-Through: A Measure, Its Magnitude, and Its Determinants , 2009, Mark. Sci..

[3]  Tony Haitao Cui,et al.  A Price Discrimination Model of Trade Promotions , 2008, Mark. Sci..

[4]  Edward W. McLaughlin,et al.  Empirical Analysis of Budget and Allocation of Trade Promotions in the U.S. Supermarket Industry , 2007 .

[5]  D. Just,et al.  Factors Affecting the Allocation of Trade Promotions in the U.S. Food Distribution System , 2007 .

[6]  Kusum L. Ailawadi,et al.  Promotion Profitability for a Retailer: The Role of Promotion, Brand, Category, and Store Characteristics , 2006 .

[7]  Vithala R. Rao,et al.  Do Slotting Allowances Enhance Efficiency or Hinder Competition? , 2006 .

[8]  Roger Morton,et al.  Working both sides of the aisle , 2005 .

[9]  Preyas S. Desai,et al.  The Better They are, the more They Give: Trade Promotions of Consumer Durables , 2005 .

[10]  Dominique M. Hanssens,et al.  Do Promotions Benefit Manufacturers, Retailers, or Both? , 2002, Manag. Sci..

[11]  D. Bell,et al.  Creating Win-Win Trade Promotions: Theory and Empirical Analysis of Scan-Back Trade Deals , 2003 .

[12]  Kusum L. Ailawadi.  The retail power-performance conundrum , 2001 .

[13]  Nanda Kumar,et al.  Effectiveness of Trade Promotions: Analyzing the Determinants of Retail Pass Through , 2001 .

[14]  Peter Boatwright,et al.  Reducing Assortment: An Attribute-Based Approach , 2001 .

[15]  Joseph P. Cannon,et al.  Slotting Allowances and Fees: Schools of thought and the Views of Practicing Managers , 2000 .

[16]  Fred W. Morgan,et al.  Managing trade promotions in the context of market power , 1999 .

[17]  T. Flannery.  The Green Monster , 1999 .

[18]  Kusum L. Ailawadi,et al.  Trade Promotion: Essential to Selling through Resellers , 1999 .

[19]  A. Lucas.  In‐store trade promotions ‐ profit or loss? , 1996 .

[20]  J. Little,et al.  A Theory of Forward Buying, Merchandising, and Trade Deals , 1996 .

[21]  J. Raju.  Theoretical models of sales promotions: Contributions, limitations, and a future research agenda , 1995 .

[22]  Ram C. Rao,et al.  Game Theory and Empirical Generalizations Concerning Competitive Promotions , 1995 .

[23]  Robert C. Blattberg,et al.  How Promotions Work , 1995 .

[24]  Dawn lacobucci,et al.  Trade Promotions a Call For a More Rational Approach , 1995 .

[25]  S. Neslin,et al.  The effects of retailer and consumer response on optimal manufacturer advertising and trade promotion strategies , 1995 .

[26]  R. Lal.  Price Promotions: Limiting Competitive Encroachment , 1990 .

[27]  L. Lodish,et al.  Getting the most out of advertising and promotion. , 1990, Harvard business review.

[28]  John A. Quelch,et al.  The Costly Bargain of Trade Promotion , 1990 .

[29]  R. Lal,et al.  The Effects of Brand Loyalty on Competitive Price Promotional Strategies , 1990 .

[30]  Dominique M. Hanssens,et al.  Market Response Models: Econometric and Time Series Analysis , 1989 .

[31]  R. Walters,et al.  An empirical investigation into retailer response to manufacturer trade promotions , 1989 .

[32]  Scott A. Neslin,et al.  An Alternative Explanation for Lower Repeat Rates after Promotion Purchases , 1989 .

[33]  Robert C. Blattberg,et al.  Modelling the Effectiveness and Profitability of Trade Promotions , 1987 .

[34]  Leonard M. Lodish,et al.  Promoter: An Automated Promotion Evaluation System , 1987 .

[35]  M. Krüger.  Commentary---Steps Toward Mastering Trade Promotions , 1987 .

[36]  S. Greyser,et al.  Packaged Goods Marketing — “Pull” Companies Look to Improved “Push” , 1987 .

[37]  K. G. Hardy.  Key Success Factors for Manufacturers’ Sales Promotions in Package Goods , 1986 .

[38]  F. Kent Mitchel,et al.  “ADVERTISING/PROMOTION BUDGETS: HOW DID WE GET HERE, AND WHAT DO WE DO NOW?” , 1985 .

[39]  Robert C. Blattberg,et al.  A Theoretical and Empirical Evaluation of Price Deals for Consumer Nondurables , 2007 .

[40]  H. Varian.  A Model of Sales , 1980 .

[41]  Alice M. Tybout,et al.  Impact of Deals and Deal Retraction on Brand Switching , 1978 .

[42]  O. Williamson,et al.  Markets and Hierarchies: Analysis and Antitrust Implications. , 1977 .

[43]  R. M. Prentice,et al.  The relationship between advertising and promotion in brand strategy , 1975 .

[44]  K. W. Moody,et al.  Determining Optimum Price Promotion Quantities , 1970 .

[45]  R. W. Little,et al.  The Marketing Channel: Who Should Lead this Extra-corporate Organization? , 1970 .