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Les questions en suspens dans le domaine de la promotion des ventes

Author

Listed:
  • R. Blattberg

    (Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston])

  • R. Briesch
  • E. Fox

Abstract

La promotion des ventes est un sujet encore relativement nouveau dans la littérature et de nombreuses questions sont encore non résolues. Cet article fait la liste de 15 questions importantes sur cinq thèmes fondamentaux de la promotion des ventes avec l'intention d'identifier celles qui ne sont pas bien traitées sur la base de la littérature actuelle, et qui, pourtant, sont de première importance tant pour les praticiens que pour les chercheurs. Des hypothèses spécifiques de recherche à tester sont aussi proposées. Même si, en aucune manière, les points évoqués sur le plan général ou spécifique, ne constituent une liste exhaustive, ils mettent en valeur les directions les plus importantes pour la recherche actuelle et future.

Suggested Citation

  • R. Blattberg & R. Briesch & E. Fox, 1994. "Les questions en suspens dans le domaine de la promotion des ventes," Post-Print hal-02016494, HAL.
    • Handle: RePEc:hal:journl:hal-02016494
    as

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    Cited by:

    1. Pierre Volle, 2001. "The Short-Term Effect of Store-Level Promotions on Store Choice and the Moderating Role of Individual Variables," Post-Print halshs-00164831, HAL.
    2. Volle, Pierre, 2001. "The short-term effect of store-level promotions on store choice, and the moderating role of individual variables," Journal of Business Research, Elsevier, vol. 53(2), pages 63-73, August.

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