An Assessment of the Methodological Framework for Comparative Marketing Studies

Abstract

The purpose of this article is to explore the methodological framework used for comparative marketing systems studies. To this end, a comprehensive literature search was carried out to describe and evaluate the comparative marketing studies undertaken to date. An attempt is also made to identify unresolved research issues in the area and an alternative methodology is suggested to develop an improved conceptual basis for studies in comparative marketing.

Citation

Kaynak, E. (1982), "An Assessment of the Methodological Framework for Comparative Marketing Studies", Management Decision, Vol. 20 No. 4, pp. 3-15. https://doi.org/10.1108/eb001295