5.5 LimitationsOverall, we have chosen a systematic approach in searching and selecting literature along several dimensions: (a) choice of databases, (b) search terms, and (c) types of publication outlets (i.e., only peer reviewed outlets considered). This approach is widely accepted as a viable, scientific approach due to its systematic. However, such an approach has its limitations, as it does not guarantee that all good works in the area are finally coveredby the systematic. Reasons for this are the facts that the approach represents a snapshot at a certain point of time and the results depend on the matching between the chosen search terms for queries as well as the keywords and terminology of articles. For instance, highly interesting and valuable works such as Fang et al. (2015) on the sales impact of LBA promotions, Fong et al. (2015) on how LBA cannibalizes profits on infra marginal sales, or Luo et al. (2014) suggesting that understanding the when, where, and how of mobile targeting strategies is crucial are not covered by the search and selection strategy chosen