Abstract
This chapter aims to:
-
provide a glimpse of the business environment and examples of marketing reality and rhetoric practice in Malaysian businesses
-
â– address current issues in these practices in the Malaysian business environment
-
assess how customer satisfaction might be achieved through marketing strategies developed by two different businesses in Malaysia
-
evaluate existing gaps between strategic plans and actual practice as seen in these two organisations
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Editor information
Copyright information
© 2003 Rosmimah Mohd-Roslin
About this chapter
Cite this chapter
Mohd-Roslin, R. (2003). The rhetoric and reality of marketing in Malaysia. In: Kitchen, P.J. (eds) The Rhetoric and Reality of Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9780230554702_7
Download citation
DOI: https://doi.org/10.1057/9780230554702_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-43134-2
Online ISBN: 978-0-230-55470-2
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)