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- W2331616516 abstract "a pesar da importância referenciada pela area empresarial e academica, estudos sobre promocao de vendas sao insipientes. Diante deste cenario, o proposito deste trabalho foi revisar os artigos publicados nos ultimos 15 anos sobre esse tema. Para isto, foi realizada uma desk research na qual foram analisados os objetivos de cada estudo, as metodologias aplicadas, os resultados encontrados e as recomendacoes de futuras pesquisas. Os resultados apontam para uma divisao em relacao aos objetivos e resultados dos artigos, tendo uma linha voltada para a analise do comportamento do consumidor, e outra que busca investigar os efeitos no contexto das organizacoes. Em relacao aos procedimentos metodologicos, ha uma predominância na realizacao de estudos causais, seguido por estudos descritivos e exploratorios. Constatou-se que as recomendacoes para futuras pesquisas sao pouco exploradas em estudos posteriores." @default.
- W2331616516 created "2016-06-24" @default.
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- W2331616516 date "2013-12-31" @default.
- W2331616516 modified "2023-09-23" @default.
- W2331616516 title "Revisão dos Estudos sobre Promoção de Vendas de 1996 a 2010" @default.
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- W2331616516 doi "https://doi.org/10.15603/2176-9583/refae.v5n1p29-59" @default.
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