VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/1168| Title: | Altruism in marketing-altruistic marketing in business - qualitative study on new ways of profitable modern marketing for small and medium sized enterprises in Vietnam | Authors: | Nguyen Gia Han | Keywords: | Altruistic marketing;Qualitative study;Small and medium sized enterprises | Issue Date: | 2019 | Publisher: | Vietnamese-German University | Abstract: | The aim of this paper is to determine factors that have the ability of affecting the outcome of applying altruistic marketing to business and to investigate the relationship between altruism and profitability of small and medium-sized enterprises (SMEs) in Vietnam. Originally, traditional marketing has been chosen among businesses to stimulate stagnant sales and attract more customers for businesses for a long time. However, with the current state of today's competition among businesses, this strategy seems to be losing its ground in the long run because it becomes more difficult for businesses to differentiate themselves from their competitors with the same set of planning framework. Therefore, altruistic marketing can be considered as modern marketing strategy that should be applied in Vietnam because of its uniqueness and the altruistic tendency of Vietnamese, which is proved by the recent Thang Nhan Dao campaign launched by Viet Nam Red Cross Society (Nghia, 2018). The focuses of this study are placed on how to develop altruistic marketing in the most appropriate manner in the first section and on its profitability potentials in the later section of the study. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/1168 | Rights: | Attribution-NonCommercial 4.0 International |
| Appears in Collections: | Finance & Accounting (FA) |
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| Altruism in marketing-altruistic marketing in business - qualitative study on new ways of profitable modern marketing for small and medium sized enterprises in Vietnam.pdf | 1.46 MB | Adobe PDF |
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