The role of the comparative analysis approach in social marketing
Abstract
Defines the term “comparative marketing” as a type of analysis which describes and interprets the differences and similarities between varying marketing practices and systems in two or more different countries or societies. Looks at the growth of international marketing and then goes on to examine various models of marketing. Provides a framework for comparative analysis, suggesting that effective comparative marketing analysis extends our knowledge of the interaction between social and business values and this helps to provide a more relevant marketing concept.
Keywords
Citation
Buxton, G. (1973), "The role of the comparative analysis approach in social marketing", European Journal of Marketing, Vol. 7 No. 1, pp. 55-63. https://doi.org/10.1108/EUM0000000005099
Publisher
:MCB UP Ltd
Copyright © 1973, MCB UP Limited