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...

وصف كامل

محفوظ في:
التفاصيل البيبلوغرافية
المؤلفون الرئيسيون: Hassan, Faridah, Sulaiman, Mohamed
التنسيق: مقال
اللغة:English
منشور في: Asian Academy of Management (AAM) 1996
الموضوعات:
الوصول للمادة أونلاين: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
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الوصف
الملخص: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.