The objective of this research is to explore the current marketing practices of Bumiputra firms in the Malaysia business context in order to understand if there is any knowledge gap between the textbook marketing concept and Bumiputra marketing practices, ally, the objectives of this study are: 1) to determine whether the marketing concept as defined in Western literature is recognized and understood by Bumiputra businesses in Malaysia; 2) to determine whether Bumiputra businesses adopt the Western transactional model and to what extent; 3) to determine the extent to which the relationship model adopted by Bumiputra companies is seen as a perceived aid to achieving marketing objectives; and 4) to determine the extent to which relationship marketing is seen to be complementary to transactional marketing or seen to be an alternative to the transactional model, representing, in effect, a paradigm shift.