Benchmarking business‐to‐business marketing practices in emerging and developed economies: Argentina compared to the USA and New Zealand

Abstract

This paper examines the marketing practices of Argentine business‐to‐business firms and compares them with the marketing practices of US and New Zealand firms. While the results show marked similarities in the practices for a certain proportion of Argentine firms, there are also some differences. Overall, Argentine firms tend to have lower use of information technology in marketing and a greater emphasis on face‐to‐face interaction. There is also a group of Argentine firms that operates in the traditional business environment where less emphasis is placed on marketing activity. Implications of these results for managers and academics are discussed.

Citation

Pels, J., Brodie, R.J. and Johnston, W.J. (2004), "Benchmarking business‐to‐business marketing practices in emerging and developed economies: Argentina compared to the USA and New Zealand", Journal of Business & Industrial Marketing, Vol. 19 No. 6, pp. 386-396. https://doi.org/10.1108/08858620410556327