Although marketing researchers have aimed to discover theories in marketing, the level of theory development within the discipline is low. The paper reviews the knowledge development practices in marketing to identify a set of dichotomies that constrain theory development in the field. These...

The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, buy-more-and-save offers, contests and sweepstakes. The most frequently...

The paper reviews theoretical perspective applied to the study of consumer response to promotions. These include adaptation level theory, assimilation contrast theory, attribution theory, prospect theory, transaction utility theory, the elaboration likelihood model and the attitude model. It...