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...

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Bibliographic Details
Main Authors: Hassan, Faridah, Sulaiman, Mohamed
Format: Article
Published: Asian Academy of Management (AAM) 1996
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