VGU RESEARCH REPOSITORY
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https://epub.vgu.edu.vn/handle/dlibvgu/684| Title: | Evolution of marketing in Vietnam - a qualitative review of changes in marketing approaches and influences since Doi Moi | Authors: | Huynh Ngan | Keywords: | Marketing;Marketing approaches;Doi Moi | Issue Date: | 2017 | Publisher: | Vietnamese-German University | Abstract: | This study examines the development of marketing practice and its changing influence in Vietnam since its economic reform Doi Moi in 1986, transforming the country from centrally planned to a market economy. Results of this study are obtained through analysis on relating documents and interviews with marketing expert Vietnam. The findings reveal the systematical changes in the marketing process, where marketing models are becoming more complex and customer-driven. Regarding marketing influence, Vietnamese customers enjoy better products and service thanks to marketing development, while companies are getting more innovative. Discussion in this study would contribute an additional perspective to the evaluation of Vietnam's economy and provide practical information for international marketers, who are interested in conduct marketing plans in Vietnam. |
URI(1): | http://epub.vgu.edu.vn/handle/dlibvgu/684 | Rights: | Attribution-NonCommercial 4.0 International |
| Appears in Collections: | Finance & Accounting (FA) |
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| File | Description | Size | Format | Existing users please Login |
|---|---|---|---|---|
| Evolution of marketing in Vietnam - a qualitative review of changes in marketing approaches and influences since Doi Moi.pdf | 1.3 MB | Adobe PDF |
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