Abstract By reviewing the literature in 45 marketing and management journals in English and Chinese, this study finds that extant literature on group marketing focuses on the issues of word-of-mouth, brand community, and group buying, and discusses three kinds of group influence mechanism, namely, information transfer, social identification, and economical constraint. Meanwhile, the current literature emphasizes the role of group influence in consumer market, but neglects the group marketing in the context of industrial market. And thus, the future research should explore the value from group influence mechanism in industrial market.
