Học thuật
[1] Về tạp chí, Doanh nhân Sài Gòn và Thời báo Kinh tế Sài Gòn. [2] Về học thuật, Philip Kotler và Gary Armstrong, Nguyên lý tiếp thị N. Gregory Mankiw, Nguyên lý Kinh tế […]
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Sustainable Marketing: Social Responsibility and Ethics
Sustainable marketing Consumerism Environmentalism Environmental sustainability Consumer-oriented marketing Customer-value marketing Innovative marketing Sense-of-mission marketing Societal marketing Deficient products Pleasing products Salutary products Desirable products
The Global Marketplace
Global firm Economic community Exporting Joint venturing Licensing Contract manufacturing Management contracting Joint ownership Direct investment Standardized global marketing Adapted global marketing Straight product extension Product adaptation Product invention Communication adaptation Whole-channel view
Creating Competitive Advantage
Competitive advantage Competitor analysis Competitive marketing strategies Strategic group Benchmarking Customer value analysis Market leader Market challenger Market follower Market nicher Competitor-centered company Customer-centered company Market-centered company
Direct and Online Marketing: Building Direct Customer Relationships
Direct marketing Customer database Direct-mail marketing Catalog marketing Telephone marketing Direct-response television marketing Online marketing Internet Click-only companies Click-and-mortar companies Business-to-consumer (B-to-C) online marketing Business-to business (B-to-B) online marketing Consumer-to-consumer (C-to-C) online marketing Blogs Consumer-to-business […]
Personal Selling and Sales Promotion
Personal selling Salesperson Sales force management Territorial sales force structure Product sales force structure Customer (or market) sales force structure Outside sales force (or field sales force) Inside sales force Team selling Sales 2.0 Sales […]