Hassan, Faridah and Sulaiman, Mohamed
(1996)
Strategic Marketing Practices Of High
Performing Malaysian Firms.
Asian Academy of Management Journal (AAMJ), 1 (1).
pp. 1-10.
ISSN 1394-2603
Abstract
In today’s extremely competitive world marketing effectiveness is not just a necessity,
it is the prerequisite of business success. It was none other than Drucker who
expressed the view that marketing is so basic to the business that it can hardly be
looked at as a separate function. The final results of the business depend on how the
customer sees the whole business. Subscribing to this viewpoint Kotler (1986)
suggests that the number one challenge facing management is to develop, improve
and implement competitive marketing strategies.
Actions (login required)
![View Item View Item](/style/images/action_view.png) |
View Item |