The marketing mix strategy to promote local Malaysian food: from the perspective of SME restaurant business / Arina Aqilah Sukur, Norzuwana Sumarjan and Mohd Hairi Jalis

• Main Authors: Sukur, Arina Aqilah, Sumarjan, Norzuwana, Jalis, Mohd Hairi
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Marketing; Restaurants, cafeterias, tearooms, etc.
• Online Access: https://ir.uitm.edu.my/id/eprint/97710/1/97710.pdf; https://ir.uitm.edu.my/id/eprint/97710/; https://www.jthca.org/

Marketing strategy is essential for all types and sizes of restaurant businesses, including Small and Medium Enterprises (SMEs), to obtain local market share and profit. Studies showed that an effective marketing strategy can help a restaurant differentiate itself from its competitors by emphasizing...