ABSTRACT
This chapter presents a framework to allow for a systematic and methodological analysis in comparative marketing that will respond to the criticisms. It also develops a general model for comparative marketing. It intends to develop a formal methodology to deal with a range of issues that plagued the field. Jeffrey's and Knee studies retailing in 18 Western European countries. Bartels edited a collection in which wholesaling was compared in 15 countries. Boddewyn suggested that marketing scholars should focus on some aspect of marketing at the time rather than on the entire marketing system and its associated environment. Bartels wrote: 'Marketing consists of application of principles, rules or knowledge relating to the non-human elements of marketing'. Jaffe generalized the two-country comparison model to arrive at a multi-country comparison framework. Jaffe's argument presents the reader with at least two new concepts that were not present in Bartels's original paper.
