The rhetoric and reality of marketing in Malaysia

Rosmimah Mohd-Roslin

Chapter Chapter 7 in The Rhetoric and Reality of Marketing, 2003, pp 106-119 from Palgrave Macmillan

Abstract: Abstract This chapter aims to: provide a glimpse of the business environment and examples of marketing reality and rhetoric practice in Malaysian businesses ■ 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

Keywords: Customer Satisfaction; Banking Sector; Customer Relationship Management; Customer Relationship; Foreign Bank (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55470-2_7

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DOI: 10.1057/9780230554702_7

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