La promotion des ventes est un sujet encore relativement nouveau dans la littérature et de nombreuses questions sont encore non résolues. Cet article fait la liste de 15 questions importantes sur cinq thèmes fondamentaux de la promotion des ventes avec l'intention d'identifier celles qui ne sont pas bien traitées sur la base de la littérature actuelle, et qui, pourtant, sont de première importance tant pour les praticiens que pour les chercheurs. Des hypothèses spécifiques de recherche à tester sont aussi proposées. Même si, en aucune manière, les points évoqués sur le plan général ou spécifique, ne constituent une liste exhaustive, ils mettent en valeur les directions les plus importantes pour la recherche actuelle et future.
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