The search continues for a general framework which might be utilized for comparative marketing analysis. We postulate here that the search for a single framework is futile, because the complexity of marketing requires adaption to changes in the surrounding environments. Interactions with the environment result in the development of a host of marketing systems. Even when equivalent data are available, some aspects may be impossible to correlate across cultures. Hence we present a four-stage illustrative model to indicate a philosophy of comparative research study design.
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