Report on marketing plan on lending facilities to individual customers of Bank Rakyat / Hazizan Salleh

• Main Authors: Salleh, Hazizan, Salim, Mohd. Mohari, Nik Mustapha, Nik Mohd Nasir, Abdul Samad, Normah, Ngah, Anoor Faridah
• Format: Student Project
• Language: English
• Published: 1983
• Subjects: Marketing; Commercial credit. Commercial loans. Credit management
• Online Access: https://ir.uitm.edu.my/id/eprint/95846/1/95846.PDF; https://ir.uitm.edu.my/id/eprint/95846/

There is perhaps, no more misunderstood direction given by bank senior management than is contained in the order, "Develop a marketing plan!". This order or direction is misunderstood because neither the senior management nor the marketing department usually has previously defined the ultimate purpose of the marketing plan. Thus, before developing the marketing plan strategy, it is critical to determine what is the purpose o f the finished product. With this caveat and introduction, the writers believe that there is no one method of developing a marketing plan.