Sales Promotion articles published over the past 15 years

What is it about?

Despite the importance referenced by the business and academic area, few are studies about sales promotion. In this sense, the purpose of this study was to review articles published over the past 15 years about this topic. For this, we carried out a desk research were analyzed the objectives of each study, the methodologies, results and recommendations for future research.

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Why is it important?

The results point to a division in relation to the objectives and results of articles, having in one hand the analysis of consumer behavior, and an another hand that seeks to investigate the effects in the context of organizations. Regarding the methodological procedures, there is a predominance in causal studies, followed by descriptive and exploratory studies. It was found that the recommendations for future research are poorly explored in future studies.