No abstract

Progress has been slow in developing explanations of how the marketing systems of different nations operate and interact to supply the goods and services that people consume. A review of the literature published over the past 25 years reveals that while progress has been achieved, we have not developed a generally accepted framework or paradigm to guide research. Comparative marketing literature concentrates on: (1) development of comparative marketing; (2) marketing institutions and activities; (3) environmental conditions; (4) consumer behavior; (5) methodological considerations; and (6) conceptual frameworks for comparative marketing.

No abstract

A program for future development of comparative marketing is proposed in two parts: a classification system for grouping marketing into homogeneous categories and a description of future directions for comparative marketing studies. Properly focused, these could lead to better explanations of the philosophy, organizational processes and performance of marketing systems.

No abstract