Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research

Kusum L. Ailawadi, J. P. Beauchamp, Naveen Donthu, Dinesh K. Gauri, Venkatesh Shankar

Research output: Contribution to journalArticlepeer-review

199 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)42-55
Number of pages14
JournalJournal of Retailing
Issue number1
StatePublished - Mar 2009


  • Accounting
  • Advertising
  • Communication
  • Consumer promotion
  • Legal issues
  • New media: Resource allocation
  • Promotion
  • Trade promotion

ASJC Scopus subject areas

  • Marketing


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