Strategic Marketing Practices Of High Performing Malaysian Firms

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

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Official URL: http://web.usm.my/aamj/1.1.1996/1-1-3.pdf

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.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions:	Penerbit Universiti Sains Malaysia (USM Press) > Asian Academy of Management Journal (AAM)
Depositing User:	Mr Firdaus Mohamad
Date Deposited:	03 Jul 2017 08:52
Last Modified:	03 Jul 2017 08:52
URI:	http://eprints.usm.my/id/eprint/35288

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