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...

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...

Discusses mail‐order trading and its status as a vigorous growth industry since the 1950s. Looks at the difference between mail‐order organisations – especially in the North American region, where Sears, Roebuck is supported by a widespread network of local stores and depots, and an...