Strategic Marketing Practices Of High Performing Malaysian Firms
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 re...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
1996
|
| Subjects: | |
| Online Access: | http://eprints.usm.my/35288/1/1-1-3.pdf http://eprints.usm.my/35288/ http://web.usm.my/aamj/1.1.1996/1-1-3.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | 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. |
|---|