Hunting down the marketing management gap: in a developing economy
Sin‐Jee Chong
(University of Kuala Lumpur, Kuala Lumpur, Malaysia)
87
Abstract
Contrasts the marketing practices of local and foreign firms in Malaysia. Finds that local firms show lower profitability and a visible management gap, while foreign firms, using advanced management skills, were able to seize new market opportunities. Progress that local firms would do well to examine the marketing practices of their foreign counterparts.
Keywords
Citation
Chong, S. (1974), "Hunting down the marketing management gap: in a developing economy", European Journal of Marketing, Vol. 8 No. 1, pp. 75-82. https://doi.org/10.1108/EUM0000000005093
Publisher
:MCB UP Ltd
Copyright © 1974, MCB UP Limited