DOI link for Marketing Organization
Marketing Organization book
The system of marketing is the most intricate and the most fascinating of all the aspects of the Malay fishing industry on the east coast. The industry is too large to allow a direct market between consumers and producers to operate on a broad front. The intervention of middlemen is necessary. And the individual producing units are too small and too scattered to allow the middleman-trade to be concentrated in a few hands, apart from the fact that the capital at the command of middlemen is, on the whole, quite inadequate for any such concentration. Only in the vicinity of Kuala Trengganu, where the export trade in cured fish is highly developed, is there any tendency for a single individual to assume unified control. Even here many small middlemen operate independently of him, and others, who act as his agents, may employ their own capital in transactions apart from his. In the present condition of the industry the existence of a large number of small middlemen is an essential feature.