Marketing Mix of Malaysia Passenger Car Tyre and the Paradigm Shift towards Relationship Marketing in the Contemporary Market

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Marketing Mix of Malaysia Passenger Car Tyre and the Paradigm Shift towards Relationship Marketing in the Contemporary Market

In Malaysia, tyre manufacturers have minimal control over the retail business operations because most of the tyre retailers are typically owned by individual owners. Such business environment has restraint tyre manufacturers to continue focusing on traditional marketing mix elements in marketing its...

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Bibliographic Details
Main Author:	Ong, Li Yun
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/23481/

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