Comparative Marketing: A Review of the Literature

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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.