Marketing Management and Mix Activities of Malaysian Manufacturing Firms

Abstract

Marketing is frequently cited as the most neglected managerial function among business organisations in developing nations. In order to assess the state of marketing in Malaysia, this paper explores the incidence and regularity of performance of marketing management and marketing-mix activities at the firm level. The findings reveal that manufacturing firms operating in Malaysia regularly perform marketing management and mix activities. The results confirm that the performance of marketing management and mix activities varies according to the function of firm and market environment factors.