The scope of price promotion research: An informetric study

Price promotions are an essential element of a company's marketing policy because they affect sales, profits, and key intangible assets, such as brand equity. Recognizing their importance, research has accumulated an extensive and diverse amount of knowledge. This study facilitates access to the complex price promotion literature, enabling managers and researchers to more effectively capitalize on extant scientific insights. The authors apply a unique combination of quantitative bibliometric analysis and text-mining techniques to contribute a fresh, domain-neutral, and objective review of price promotion research published in 1165 journal articles from 1980 to 2013. The results provide a structured overview of the field's main research streams, their most influential works and key insights, their intellectual connections, and their temporal evolution. A discussion of the findings reveals potential for future research endeavors. (C) 2015 Elsevier Inc. All rights reserved.