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

摘要

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.