Published Paper Details:

As a result of significant environmental factors such as technological advancements, globalization, and deregulation, the market place is shifting drastically. As a result of these factors, the banking industry is becoming more competitive. Competitive pressure has compelled companies to follow a marketing orientation that needs continuous change as consumer dynamics change, as well as a strategy for coping with market volatility. Until recently, Malaysian banks did not see the need for a marketing department. All of Malaysia's major banks, including Malaysia Commercial Bank, are currently engaged in comprehensive marketing activities. The study's goals are to define the factors that have led to Malaysia Commercial Bank increased marketing activity, evaluate the most important marketing activities, and determine the benefits of increased marketing activities. In the last 15 years, the commercial banking sector has changed significantly. The cost of a key ingredient-money-has been regulated since the beginning of commercial banking sector.