Domestic Applications of Comparative Marketing Analysis

Abstract

Considers various approaches to the study of comparative marketing, suggesting methodology that provides an adequate framework on which to base comparative domestic marketing studies. States the first objective here is to explore various definitions of the term ‘comparative marketing’ to place the area of study in its rightful place; second, is to suggest a methodology provide an adequate framework on which to base domestic comparative marketing studies. Proposes that if improvement in the state of knowledge is to take place, commonality of terminology and methodology must first be established. Concludes that information provided gives the background necessary to achieve desirable objectives.

Citation

Lamb, C.W. (1975), "Domestic Applications of Comparative Marketing Analysis", European Journal of Marketing, Vol. 9 No. 2, pp. 167-173. https://doi.org/10.1108/EUM0000000005065