期刊
JOURNAL OF RETAILING
卷 85, 期 1, 页码 42-55出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2008.11.002
关键词
Communication; Promotion; Advertising; New media; Resource allocation; Trade promotion; Consumer promotion; Accounting; Legal issues
类别
Communication and promotion decisions are a fundamental part of retailer customer experience management strategy. In this review paper, we address two key questions from a retailer's perspective: ( I) what have we learned from prior research about promotion, advertising, and other forms of communication and (2) what major issues should future research in this area address. In addressing these questions, we propose and follow a framework that captures the interrelationships among manufacturer and retailer communication and promotion decisions and retailer performance. We examine these questions under four major topics: determination and allocation of promotion budget, trade promotions, consumer promotions and communication and promotion through the new media. Our review offers several useful insights and identifies many fruitful topics and questions for future research. (C) 2008 New York University. Published by Elsevier Inc. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据