Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research Academic Article uri icon


  • 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: (1) 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. 2008 New York University.

published proceedings


author list (cited authors)

  • Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K., & Shankar, V.

citation count

  • 195

complete list of authors

  • Ailawadi, Kusum L||Beauchamp, JP||Donthu, Naveen||Gauri, Dinesh K||Shankar, Venkatesh

publication date

  • January 2009