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.
Get full access to this article
View all access options for this article.
References
1.
Arndt, Johan (1972), "Temporal Lags in Comparative Retailing,"Journal of Marketing, 36 (October), 40-45.
2.
Barnes, W. N. (1980), "International Marketing Indicators,"European Journal of Marketing, 14 (2), 90-136.
3.
Bartels, Robert , ed. (1963), Comparative Marketing: Wholesaling in Fifteen Countries, Homewood: Richard D. Irwin.
4.
Bartels, Robert (1964), "A Methodological Frame-work for Comparative Marketing Study," in Toward Scientific Marketing, Stephen A. Greyser, ed., Chicago: American Marketing Association.
5.
Bartels, Robert (1968), "Are Domestic and International Marketing Dissimilar?", Journal of Marketing, 32 (July), 56-61.
6.
Boddewyn, Jean J. (1966), "A Construct for Comparative Marketing Research,"Journal of Marketing Research, 3 (May), 149-153.
7.
Boddewyn, Jean J. (1969), Comparative Management and Marketing, Glenview: Scott, Foresman and Company.
8.
Brislin, Richard W. , Walter J. Lonner, and Robert M. Thorndike (1973), Cross-Cultural Research Methods, New York: John Wiley & Sons.
9.
Carson, David (1974), "Present State of the Art of Comparative Marketing," in Increasing Marketing Productivity, Thomas V. Greer, ed., Chicago: American Marketing Association.
10.
Cosmas, Stephen C. , and Jagdish N. Sheth (1980), "Identification of Opinion Leaders Across Cultures: An Assessment for Use in the Diffusion of Innovations and Ideas,"Journal of International Business Studies, 11 (Spring/Summer), 66-73.
11.
Cox, Reavis (1965), "The Search for Universals in Comparative Studies of Domestic Marketing Systems," in Marketing and Economic Development, P. D. Bennett, ed., Chicago: American Marketing Association.
12.
Cundiff, Edward W. (1965), "Concepts in Comparative Retailing,"Journal of Marketing, 29 (January), 59-63.
13.
Cundiff, Edward W. and Marye T. Hilger (1980), "Marketing and the Production-Consumption Thesis in Economic Development," in Macromarketing: Evolution of Thought, George Fisk, Robert Nason, and Phillip D. White, eds., Boulder: Graduate School of Business Administration, University of Colorado.
14.
Douglas, Susan P. (1971), "Patterns and Parallels of Marketing Structures in Several Countries,"MSU Business Topics, 19 (Spring), 38-48.
15.
Douglas, Susan P. (1976), "Cross-National Comparisons and Consumer Stereotypes: A Case Study of Working and Non-working Wives in the U.S. and France,"Journal of Consumer Research, 3 (June), 12-20.
16.
Douglas, Susan P. , and Bernard Dubois (1977), "Looking at the Cultural Environment for International Marketing Opportunities,"Columbia Journal of World Business, 12 (Winter), 102-109.
17.
Drucker, Peter F. (1958), "Marketing and Economic Development,"Journal of Marketing, 5 (February), 29-33.
18.
El-Sherbini, A. A. (1980), "Behavioral Adjustments as Marketing Constraints on Economic Development," in Macromaketing: Evolution of Thought, George Fisk, Robert Nason, and Phillip D. White, eds., Boulder: Graduate School of Business Administration, University of Colorado.
19.
Fisk, George (1967), Marketing Systems: An Introductory Analysis, New York: Harper & Row.
20.
Goldman, Marshall I. (1963), Soviet Marketing: Distribution in a Controlled Economy, New York: Free Press.
21.
Goldman, Marshall I. (1967), "A Cross Cultural Comparison of the Soviet and American Consumer," in Changing Marketing Systems, Reed Moyer, ed., Chicago: American Marketing Association.
22.
Green, Robert T. , and Eric Langeard (1975), "A Cross-National Comparison of Consumer Habits and Innovator Characteristics,"Journal of Marketing, 39 (July), 34-41.
23.
Greer, Thomas V. (1973), Marketing in the Soviet Union, New York: Praeger Publishers.
24.
Hall, Margaret , John Knapp, and Christopher Winsten (1961), Distribution in Great Britain and North America, London: Oxford University Press.
25.
Hilger, Marye T. (1978), "Theories of the Relationship between Marketing and Economic Development: Public Policy Implications," in Macro-Marketing: Distributive Processes from a Societal Perspective: An Elaboration of Issues, Charles C. Slater, ed., Boulder: Graduate School of Business Administration, University of Colorado.
26.
Hollander, Stanley C. (1970), Multinational Retailing, East Lansing: Michigan State University, Institute for International Business and Economic Development Studies.
27.
Holt, Robert , and John E. Turner, eds. (1970), The Methodology of Comparative Research, New York: Free Press.
28.
Jaffe, Eugene D. (1976), "Comparative Marketing Revisited,"Marquette Business Review, 20 (Winter), 143-153.
29.
Jefferys, James B. , and Derek Knee (1962), Retailing in Europe: Present Structure and Future Trends, London: Macmillan.
Lamb, Charles W. (1975), "Domestic Applications of Comparative Marketing Analysis,"European Journal of Marketing, 9 (2), 167-172.
32.
Lander, Bertil , ed. (1967), Comparative Analysis for International Marketing, Boston: Allyn and Bacon, Inc.
33.
Linton, Anna , and Simon Broadbent (1965), "International Life Style Comparisons,"European Research, 3 (March), 5 1-55, 84.
34.
McCarthy, E. Jerome (1963), "Effective Marketing Institutions for Economic Development," in Toward Scientific Marketing, Stephen A. Greyser, ed., Chicago: American Marketing Association.
35.
McNair, Malcolm P. , Stanley F. Teele, and Frances G. Mulhearn (1941), Distribution Costs—An International Digest, Boston: Harvard Business School.
36.
Moyer, Reed , and Stanley C. Hollander (1968),Markets and Marketing in Developing Economies, Home-wood: Richard D. Irwin.
37.
Samli, A. Coskun (1978), Marketing and Distribution Systems in Eastern Europe, New York: Praeger Publishers.
38.
Sethi, S. Prakash (1971), "Comparative Cluster Analysis for World Markets,"Journal of Marketing Research, 8 (August), 348-354.
39.
Shapiro, Stanley J. (1965), "Comparative Marketing and Economic Development," in Science in Marketing, George Schwartz, ed., New York: John Wiley & Sons.
40.
Sheth, Jagdish N. , and S. Prakash Sethi (1977), "A Theory of Cross-Cultural Buyer Behavior," in Consumer and Industrial Buying Behavior, Arch G. Woodside, Jagdish N. Sheth, and Peter D. Bennett, eds., New York: North-Holland.
41.
Shimaguchi, Mitsauki , and William Lazer (1979), "Japanese Distribution Channels: Invisible Barriers to Market Entry,"MSU Business Topics, 17 (Winter), 49-62.
42.
Slater, Charles C. (1977), "A Theory of Market Processes," in Macro-Marketing: Distributive Process from a Societal Perspective, Charles C. Slater, ed., Boulder: Graduate School of Business Administration, University of Colorado.
43.
Sommers, Montrose , and Jerome Kernan (1967), "Why Products Flourish Here, Fizzle There,"Columbia Journal of World Business, 11 (March-April), 89-97.
44.
Urban, Christine D. (1977), "A Cross-National Comparison of Consumer Media Use Patterns,"Columbia Journal of World Business, 12 (Winter), 54-63.
45.
Wadinambiarachi, George (1965), "Channels of Distribution in Developing Economies,"Business Quarterly, 30 (Winter), 74-82.
46.
Wind, Yoram , and Susan P. Douglas (1971), "On the Meaning of Comparison: A Methodology for Cross-Cultural Studies,"Quarterly Journal of Management Development, 1 (July), 106-121.
47.
Wind, Yoram , and Susan P. Douglas (1972), "International Market Segmentation,"European Journal of Marketing, 6 (1), 17-25.
48.
Wind, Yoram , and Susan P. Douglas (1974), "Some Issues in International Consumer Research,"European Journal of Marketing, 8 (3), 209-217.
49.
Wind, Yoram , and Susan P. Douglas (1980), "Comparative Methodology and Marketing Theory,"in Theoretical Developments in Marketing, Charles W. Lamb, Jr., and Patrick M. Dunne, eds., Chicago: American Marketing Association.
50.
Yoshino, M. Y. (1971), The Japanese Marketing System: Adaptations and Innovations, Cambridge: MIT Press.
