The role of the comparative analysis approach in social marketing

Graham Buxton (University of Bradford Management Centre, Bradford, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 January 1973


Defines the term “comparative marketing” as a type of analysis which describes and interprets the differences and similarities between varying marketing practices and systems in two or more different countries or societies. Looks at the growth of international marketing and then goes on to examine various models of marketing. Provides a framework for comparative analysis, suggesting that effective comparative marketing analysis extends our knowledge of the interaction between social and business values and this helps to provide a more relevant marketing concept.



Buxton, G. (1973), "The role of the comparative analysis approach in social marketing", European Journal of Marketing, Vol. 7 No. 1, pp. 55-63.

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Copyright © 1973, MCB UP Limited

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