An Assessment of the Methodological Framework for Comparative Marketing Studies

An Assessment of the Methodological Framework for Comparative Marketing Studies

The purpose of this article is to explore the methodological framework used for comparative marketing systems studies. To this end, a comprehensive literature search was carried out to describe and evaluate the comparative marketing studies undertaken to date. An attempt is also made to identify unr...

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Bibliographic Details
Published in:Management decision 1982-04, Vol.20 (4), p.3-15
Main Author: Kaynak, Erdener
Format: Article
Language:eng
Subjects:
Comparative studies
Differences
International
Marketing
Socioeconomic factors
Online Access:Get full text
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Summary:The purpose of this article is to explore the methodological framework used for comparative marketing systems studies. To this end, a comprehensive literature search was carried out to describe and evaluate the comparative marketing studies undertaken to date. An attempt is also made to identify unresolved research issues in the area and an alternative methodology is suggested to develop an improved conceptual basis for studies in comparative marketing.
ISSN:0025-1747
1758-6070