Abstract
The discount house is the latest American marketing innovation to be exported and to be met with the cry “It can't happen here.”
In an article in the April, 1962, JOURNAL OF MARKETING, the author generalized that marketing activities that would work in the United States would usually work in Australia. Here he examines the discount house against the Australia marketing scene and in Mexico, another market which has shown some willingness to accept American marketing ideas but not without resistance.
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