chapter  3
43 Pages

The changing face of marketing management in Vietnam

WithPierre Dietrichsen, Elizabeth Erasmus, Thanh Phung Phuong

This chapter discusses specific marketing aspects and selected sectors, from both the strategic and the operational perspectives. It draws on attention to cultural aspects in formulating and executing marketing strategies in Vietnam, and includes the differences between Ho Chi Minh City (HCMC) and Hanoi. The chapter identifies the challenges faced by marketing managers and business strategists in Vietnam. It focuses on some important business background matters which impact on the formulation of marketing strategy and marketing operations, such as pricing and product choice, as well as how these are developing. The chapter discusses the Human Resource dimensions of professionalism, followed by the current state of, and developments in, events management and promotions, as well as branding and public relations as part of the marketing profession. It explores the cultural differences between the north and the south of the country, using Hanoi and HCMC as examples, as well as the impact of cultural issues on buyer behaviour and marketing in Vietnam.