Hunting down the marketing management gap: in a developing economy

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.

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