ABSTRACT
This chapter focuses on the intrinsic properties of the marketing function itself. In particular, we shall take an in-depth look at how the function is perceived and acts both in the home offices of prominent MNCs, and in their domestic Southeast Asian units. As a corollary to this theme we shall also trace the attempts made to impose the “Western” concept of the marketing function and how such imposition was achieved via the reorganization of a number of case-study sales and marketing departments. Focusing on the stage of practical implementation, we shall outline the local challenges to these plans and seek to provide an account of the underlying determinants – the local rationale.
