FINAL_MAR_PHAM NGOC

KHANH AN
by An 31201023090 - Phạm Ngọc Khánh

Submission date: 04-Jun-2022 08:29PM (UTC+0700)

Submission ID: 1683461482
File name: 11044793_An_31201023090_-
_Pham_Ngoc_Khanh_FINAL_MAR_PHAM_NGOC_KHANH_AN_75_126221313.pdf (534.24K)
Word count: 4943
Character count: 18181
 DAI HOC UEH
TRU G KINH DOANH
KHOA KINH DOANH QUOC TE - MARKETING

DE TAI. TIEU LUAN CUOI KY MON MARKETING CAN BAN

Giao vién hiring dan : Thay Ho Xuan HuSng

Mii lñp hpc phan : 21Dl MAR50300l07

Ho va ten : Pham Ngpc Khanh An
MSSV: : 31201023090
Cau 1: Gid sir ban la giarn doc marketing cua PwC (PricewaterhouseCoopers) toan
cau — moot trong 4 trap doan hang dau thé gift (BIG4) trong linh virc djch vu kiéin
toan, djch vu tir van thué va djch vu tir van thimng vu. Ban hñy:
a) Mñ td va phñn tich cac thanh phan Marketing Mix ciia PwC Global.
b) Sir dung cac vi du cu thé dé gidi thich sir thay doi ciia tirng yéu to chinh
trong inñi triri ng vi rnñ toan cau co thé dnh hiring dén viec xñy dog chién
lilac marketing tong thé cho PwC Global.

ñfork‹ring ñfi.v hay cfin co the dung tit Marketing “hon hpp” lñ tñp hpp cac cfing
cu tiép thi, nhñn inanh sir phfii hpp linh dong, da dang, lñ giai phap co tinh tinh the
(thdi diéin) duqc doanh nghiep sir dung de dat duoc inuc tiéu tiép thi trén thi trir0ng.
Chién luoc Marketing cua PricewaterhouseCoopers (PwC) phan tlch thirong hieu
voi khufin khfi Marketing Mix 4P. Dñy lñ chién lirqc Marketing Mix truyén thong, lñ
tñp hpp cac phain vi tiép thi bao goin: San phñin (Product), Gid ca (Price), Dia diéin
(Place), Xuc tién thirong inai hay C hi éu thi (Promotion). Tuy nhién, co 4 dñc diéin cua
dich vp duqc cac hpc gia vñ cac nhñ tiép thi chñp nhñn rong rñi, goin:
• Vfi hinh: dich vu lñ phi vñt chñt, khfing the sd thñy duoc.
• Khfing the tach rdi: viec phñn phfii vñ tiéu thu lñ dong'thdi.
Dh gdn nhat ha a ngl ded cao trong cung cap d!ch vp.
d: el

d
Nhiing dac diéin trén khién cho marketing dich trñ nén khac biét so vñi
marketing san phñin, vñ no dirqc sir dung lñin co so de thiét ké Marketing Mix trong
dich vp. PwC cung thñy duqc diéu nñy, hp dñ bfi sung them 3 yéu tfi (3P) trong chién
lirqc Marketing cua ininh de dap Brig dñy du cac dñc diéin cua dich vp:
• Con ngirdi (People)
• Co so ha tñng (Physical evidence)
• Qu‹a trinh (Process)
Dñu tién, den voi chién lirqc san phñin trong Marketing Mix cua PwC. PwC duqc
biét den lñ inot tñp doñn da quoc gia, cung cñp dich vp chuyén nghiep lon nhñt the gioi.
Hp cung cap dich cho ca khach hang ca nhan (B2C) va cac doanh nghiép (B2B),
nhirng hñu hét khach hñng cua hp lñ cac doanh nghiep kinh doanh cac ngñnh cfing
nghiep khac nhau nhir hñng khfing vñ tru, quoc phfing, fi tfi, giao due, ... Cac dich vp
cua PwC bao goin:
 • Kiéni toun, ké town vâ hâo hiéni: ké toan, lap-kiéin bao cao tai chinh va dinh gia,
kiéin toan noi bo, thi tru0ng von, bao cao IFRS, . .
• Tv vân, Ufi van & Micr› dich. dinh gia doanh nghiep, tir vñn chién lirqc, quan ly
khung hoang, tñi chinh doanh nghiep, .. . Ben canh do, hien nay PwC vñn dang
phat trién cac dich vu tir vñn lien quan den quan tri rui ro doanh nghiep vñ danh
gia rui ro chinh tri trén thi trir0ng toan cau. PwC co 2 dich tir van la:
• AIMS (Actuarial and Insurance Management Solutions): bao hiéin nhñn
tho, lirong hiru, da u tu vñ bao hiéin phi nhñn thp, .. .
• HRS (Human Resource Services): cac dich vp lien quan den lirong hiru.
• Thué & Ph ñp 1J. M&A, tfi chirc lai doanh nghiep, lñp ké hoach vñ tuñn thu thué
quoc té cung hai quan thué dia phirong, giai quyét tranh chñp thué, .. .
Thir hai, chién lirqc gid duqc PwC eire quan tñin khi hp co hñn inot doi ngu
thirc hien cfing viec thu thñp, xac dinh nhu cñu cua khach hñng trong cac thi trir0ng inuc
tiéu vñ ca thfin g tin ve chinh sach cua nhiing dfii thu canh tranh. Sau do, nhiing chinh sach
gia duqc dna ra dira trén nhiing thfing tin co duqc vñ tit cac danh giñ diéu kien hien tai cua
thi trir0ng. Doi tirqng khach hang cua PwC errs ky da dang (co quan chinh phu, doanh
nghiep, tñp doñn, .. .) vñ kinh doanh o nhiéu linh c khac nhau, nén hp cñn duy tri sir cñn
bñng giña chinh sach gia vñ kha nñng cua khach hñng. Vi the, PwC dñ lima chpn Chinh
sac’h Gia w Lai cho cdc khach hñng cao cñp (high-end client) v‹a cac dir an lon, C.hin h
sac’h Gig c’¿n h trun h duqc dna ra de dap irng sir chñp thuñn vñ kha nñng cua inot so
khach hñng khac. Nhd nhiing diéu trén inñ doanh thu cua hp dñ dat dupe 35,4 dfi la vño
nñin 2015 vñ doanh thu hñng nñin sau nñin 2015 lñ trén 40 ty dfi la.
Thir ba, doi voi chién liroc phan phoi trong Marketing Mix, PwC lñ inot cfing ty
da quoc gia, hp hoat dong trén toñn cñu tai khoang 150 qufic gia, cung cñp dich vp cho
khoang 400 cfing ty trong tong so 500 cfing ty Fortune Global. Tru so chlnh cua hp
duqc dat tai London - Anh, nhirng inoi cong ty déu tuan theo chinh sach va cau truc
kinh doanh gifing nhau vñ hoat dong nhir inot tñp hqp cac cong ty doc lñp tit inpi noi
trén the gioi, co trang web riéng cho tiing quoc gia cu the vñ cung cñp cac dich vp khac
nhau.
Thir tir, chung ta sé den voi phain vi tiép thi cuoi cung cua Marketing Mix 4P -
Xuc tien thirong inai hay C hieu thi. PwC duqc biét den lñ inot cfing ty cung cñp cac
dich vp hñng dau trén thi trir0ng kinh doanh, ho thirc duqc rñng cac san phain dich vu
inñ ininh cung cñp lñ vfi hinh, nén cñn nhiing chién luqc marketing cao cñp de tñng do
nhñn dien thirong hieu vñ duy tri sir thñnh cfing do trong inot thdi gian dñi. De dat duqc
diéu trén, PwC dñ lien tuc sir dung vñ dñnh gia lai cac hoat dong chiéu thi, duy tri hinh
anh inoi me tmng mñt khac h hñng. Vñ chinh nhd cach do, PwC dñ co nhiing thfing tin
quan trpng (thñng tin ve cdc dich , ho so theo dñi, . ..) de dap Eng nhu cau cua cac
khach hang tiéin nñng triroc day vñ thu hut them cac khach hñng inoi. Ben canh do,
inot chién lirqc marketing doc dao lien quan den dinh vi thtrong hieu dñ dirqc dira ra,
nfi thfing qua cac phirong tien truyén thfing nhir inang xñ hoi (Facebook, Twitter, .. .),
bao chi, tap chi kinh doanh, blog tin tire, trang web cua cfing ty ... nhñin quang ba
thirong hieu ininh inot cach tot nhat. Cac xu hiring hien tai, nhu cau, tain ly cua khach
hñng déu lñ nhiing thfing tin

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quan trpng va dirqc hp thu thap thñng qua nhiing chirong trinh phan hñi cua khach
hang. Ngoñi ra, PwC cfin tfi chirc, thain gia cac bufii dien thuyét tai cac trirdng dai hpc,
cac hioi nghi kinh doanh trén toñn the gioi , .. . Vñ hp co logo thirong hieu ca nhñn cua
no de tao ra inot ban sñc riéng biet.

Hinh 1: Logo ciia PwC dine thiét

ké bñi Wolff Olins va dine ra mat
vao nain 2010.

Vñ cufii c ung, nhir dñ nfii o trén, chung ta sé den voi ba phain vi tiép thi giup cho
cac san phñin dich vp cua PwC tro nén hiiu hinh hon, lñ: Con ngirdi (People), Co so ha
tñng (Physical Evidences) vñ Qua trinh (Process).
PwC lñ inot tñp doñn da qufic gia, hoat dong o khoang 150a qufic gia voi oi ngu hon
200.0 nh‹an vién trén toan cau (32"% dang lain viéc ñ chau Au, 26"% o Caribé va
Bac My vñ 22"% o chñu A.). Hp dñ nhñn thñy tñin quan trpng cua cac nhñn vién, vi the
nén con ngirdi lñ yéu tfi duqc PwC eire chu tñin vñ dñu tu nhiéu trong chién lirqc
marketing cua ininh. De lñin hñi long khach hñng cua ininh, hp dñ tao ra nhiéu nhoin
nhu nhñ phñn tlch vñ khai vñn tit bén ngoñi, .. . de giup cung cñp cac dich vp tfit nhñt
co the. Dca trén cac rihoin nay, PwC da dira ra cac chirong trinh xay dcng ky nang va
cac khoa dño tao thuñt khac de hfi trq vñ nñng cao kien thirc
cho nhñn vién cua ininh. Hp cung duy tri vñ thuc dñy sir da dang trong tfi chirc cua
ininh. PwC dñc biet chu trpng den viec duy tri sir da dang ve gioi ñng cac chirong trinh
cua ininh nhir The Gender Agenda Blog v‹a The Female Millennial. Ngoñi ra, ché do
lirong bfing vñ trq cñp den tu’ PwC cung eire tfit nhir inirc lirong cao hon so voi inñt
bñng chung cua ngñnh, gid lñin viec, chlnh
sach nghi phép linh hoa
Quy trinh cua PwC ap dung lñ inot quy trinh duqc tiéu chuñn hoa gifing nhir cac
quy trinh duqc cac thñnh vién khac cua cac cong ty kiéin toan Big Four sir dung. Ngoñi
ra, hp cfin co inot so tiéu chuñn riéng cho cac bo phñn marketing, ban hñng, . . PwC co
in jot nhoin chuyén nghién cpu diéu kien thi trir0ng va cac yéu tfi nhir quy inñ va thdi
gian cua
dc an, vi tri cua dc an, . . trirñc khi quyét dinh chién lirqc gia. PwC cñng Arr dung cñng
nghe 4.0 vi lqi the kinh doanh cua ininh. PwC duy tri inot he thong thong tin de xir ly cac
hoat dong kinh doanh noi bo cua ininh vñ ca thong tin lien quan den khach hñng. PwC
cung duy tri trang web cua riéng ininh inñ khach hñng co the sir dung de truy cñp vño cac
cfing cu khac nhau cung nhir cac hiring dñn vñ ho trq khac.
PwC lñ cfing ty dich vp chuyén nghiep hñng dau vñ cung lñ cfing ty dan dau trong
nhoin Big Four cong ty kiéin toan trén the gioi. Nhir o phan Dia diéin, cac cfing ty cua
PwC hoat dong giong nhir inot tap hqp cac cong ty doc lap tii inpi noi trén the gioi nhirng
inoi cong ty, tuan theo chinh sach vñ cau trñc kinh doanh giong nhau. PwC cung duy tri
trang web cua riéng ininh, trang web nñy cung dñnh riéng cho tiing quoc gia vñ khach
hang co the sir dung de biet vé cñng ty va cac dich vp cua cfing ty. Cñng ty cung xuat ban
thfing cao bao chi, blog vñ cac tin tire khac cho khach hñng co the truy cap trirc tuyén. Va
day cung lñ diéu cufii cung giup cho chién lirpc marketing cua PwC hoñn thñnh.

Trén thirc té, khi van dung vño thirc tien co rat nhiéu yéu to tae dong den chién lirqc
marketing trong hoat dong cua PwC. Trong do, cac yéu tfi cua infii trtr0ng vi infi co
nhiing tae dong gian tiép den cfing ty, vñ dfii hfii cfing ty phai thich nghi voi no. Nhiing
yéu tfi infii trirñng vi infi toñn cau anh hirong den viec xay dirng chién lirqc mar ketin g
tong the cho PwC Global co the ké den nhir: nhñn khñu hpc, kinh té, vñn hoa, chlnh tri,
cñng nghe va M nhién.
Doi voi inot cfing ty tñi chinh nhir PwC, tiing thay dfii nhfi trong cac yéu to cua infii
tru0ng vi infi déu anh hiiong den chién luoc marketing cua hp. Dñu tien phai ké den
nhiing thay dfii trong chinh tri, toñn cñu: chién tranh giiia Nga vñ Ukraine; cac lenh triing
phat cua My vñ phirong Tñy dfii voi Nga; .. . Nhiing sir kien nñy xay ra dñ dñn den hñng
loat cac he qua lñ Nga dñ bi loai bñ khñi he thñng thanh toñn quoc té SWIFT, cac thirong
vp QM&A bi gisin gia tri khosng 40"% vñ co kha nñng cac hoat dong lien quan den san
phñin dich vu nñy sé chñin hon vñ co gia tri nhfi hon do anh hiiong cua chién tranh, .. . Vñ
quan trpng hon hét lñ PwC — inot trong bon cong ty kiéin toan lon nhñt the gioi (Big
Four) — cho biet vño ngñy 7/3 sé ngiing hoat dong cac cfing ty tai Nga sau khi nuoc nñy
trién khai chién dich quan srr dac biet tai Ukraine. Chinh vi the, da co nhiing anh hirñng
kha lñn den chién lirqc marketing cua PwC khi hp dñ rut ra khfii thi trirdng rpng lon tai
Nga voi khoang 3.700 doi tae vñ nhñn vién, cu the lñ chién lirqc phñn phoi, con ngirdi vñ
chiéu thi. Ben canh do, lñ inot cfing ty da qufic gia, cac cfing ty trong inang liroi cua PwC
phai dam bao rang tñt ca cac hoat dong cua ininh bao goin ca cac chién luoc vñ gia tri déu
phu hpp voi lu{at phap o inot sfi qufic gia inñ no hoat dong.
Cach inang cfing nghiep 4.0 dñ dna nén kinh té the gioi tien vño inot nguyén
inoi, cac hoat dong ké toan, kiéin toan, dich vp cung dñn thay dfii dien inao. Cac san
phñin dich vp the ma nh cua PwC nhir ké toan, kiéin toan co xu hiring M dong hoa, cfing
nghe blockchain dñn thay the vai trfi cua sfi cai, cac phirong thirc liru trir ké toan vñ cac
giai phap phan inéin danh cho hai nganh dich trén ngay cang nhiéu. Ben canh do, e-
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marketing cñng phat trién vñi toe do chong mat va tae dong dang ké den khach hang, thi
tru0ng kinh doanh. Tuy nhién, toe do phat trién cfing nghe o infii khu virc lñ khfing
giong nhau, inot so hoat dong cua PwC co the bi chñin lai tai cac khu virc nñy. Nhirng
vñn de trén dfii hfii PwC phai co nhiing chién lirqc marketing phu hqp, hien dai hon de
tñng tuong tae voi khach hñng nhir: tñn dung nguon lire den tit cac phirong tien truyén
thong, co nhiing thay dâi ve chién lirqc gia va san phain khi cac cñng nghe ra doi se
giup giain thiéu inot so chi phI (nhñn cfing, .. .) vñ yéu tfi con ngirdi cung cñn duqc dñu
tu hon khi cac nhñn vién cñn trau doi, hpc hfii lien tpc de thlch irng voi sir thay dfii
chong inñt cua cfing nghe, inot so cfing viec co the sé duoc thay dfii hoñn toñn bñng
may inoc, cfing nghe, .. .

Cñu 2: Biti’s — thirmig hieu giay dép thuan Viet — la inñt thirmig hieu giay dép thong
trj thj triri ng trong nine, luñn song hanh cfing thé he X va Y tai Viet Nain. Tuy
nhien, trirâc sir canh tranh khñc liet vat cac thirmig hieu giay dép nine ngoai nhir
Adidas va Nike, doanh sñ ciia thirmig hieu nay dñ sut gidin dang ké trong nhirng
nain trirâc 2015. Mac dfi v{ay, nhi vao sir thanh cñng ciia viec xac djnh lai phñn
khiic thj truirng va sir ra diii ciia dong sneakers Biti’s Hunter vao na in 2016 rna dé
ché giay dép Viet dñ co cii l{oi ngirpc dong ngoan inuc.
a) Ban hñy sir dung cac vi du ininh hpa dé gidi thich ly do tai sao phimng
phap phñn khuc thj tririñig cñ thé dirpc sir dung dé gidi quyét van dé doanh so sut
gidin, va cac nha qudn trj nen sir dung phirong phap nay nhir thé nao?
b) Theo ban, chién lirpc gia hay cac chién line nao khac co thé hoat d{ong tot
nhat vat phñn khiic khach hang inuc tieu ma Biti’s Hunter dñ xac djnh? Lay vi du
rninh hpa cho nhirng leap lu{an ciia ban.

Biti’s tiing thong tri thi trir0ng trong nuoc voi nhiing inñu sandal kinh dien, lufin
song hanh cung the he 7x, 8x. Nhirng theo thdi gian, khi ma nén kinh té Viet Nain ngay
cñng mo eta chño don sir gia nhñp cua cac thirong hieu quoc té, Biti’s dung triroc nguy
co bi thu hep thi phñn. Diéu nñy doi hfii Biti’s cñn dna ra inot phirong phdp phu hpp
qua do, co the xñy dog chién luqc marketing phu hpp nhñin mo rong lai thi phñn. Vñ
phirong phap inâ Biti’s dñ dna ra chinh lñ phuong phap phñn khuc thi trir0ng.
Phñn khuc thi trtr0ng lñ chi a thi trir0ng khfing dong nhñt thñnh cac khuc thi
trir0ng dong nhñt de lñin ro nén sir khac biet ve nhu cñu, tinh cach hay hñnh vi. Qua
trinh nghién emu dñ cho thñy rñng thi trir0ng giñy the thao hay sneaker tai Viet Nain
duoc chia thñnh ba phñn khuc. Thir nhñt lñ nhñng hñng giñy dñ co ten tufii, vi the trén
thi trirdng nhd sir da dang ve inñu inñ, bñt kip cac xu hiiong thdi trang (Nike,
Adidas, .. .) voi gia thñnh trung

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thong kenh phan phoi) dein lai nhiéu cv h{oi lan va dñi khi ciing nhiéu bat lii cho
ca nha tiép thj va ngirifi tieu diing. Ban hñy thdo ! ua{ n vé quan diéin nay va
neu rñ nhirng cv h{oi va nguy cv tir quan diéin ciia nha tiép thj va nguiri tieu
diing.
Cac chién lirqc e-mnrketin¿ dfii hfii viec sir dung cac ma ng liroi dir lieu vñ
truyén thfing hien co vñ dfii inoi de truyén dat thfing tin lien lac inot cach c‹a nh‹an
hoa, khfing bi gian doan giiia cong ty voi khach hñng. Tuy nhién, e-marketing dñ dan
den sir khñng trung gian, inang lai nhiéu co hoi vñ nguy co khac nhau, khién cho ca nhñ
tiép thi vñ ngirdi tieu dung déu phai diéu chinh de phu hpp voi nhu cñu cua ininh.
Lqi the chinh cua e-mnrketin g lñ giain chi phi vñ nñng cao phain vi tiép tiép thi.
Chi phi cua inot nén tang e-marketing thirdng thñp hon cac nén tang tiép thi khac nhd
str khong trung gian (khong co nh‹an vién b‹an h‹an g trirc tiép hoñc ngirdi trung gian, nh‹a
ph‹an phoi) giup cho doanh nghiep tfii uu hoa dirqc nguon ngñn sach. Ngo‹ai ra, e-
marketin g cho phép cac cfing ty tiép cñn nhiing khach hñng co the khfing tiép cñn duqc
do nhiing han ché ve thdi gian vñ vi tri cua cac kenh phñn phfii hien co. Vñ quan trpng
hon, thfing tin co the duqc cung cñp o dang inâ khach hñng co the de dñng xir ly vñ
hieu duqc, hp co the dra ra cac nhu cau cu the cua ininh va tirong tac trrrc tiép vñi doanh
nghiép inot cach nhanh chong, cai thien trai nghiein cua khach hñng. Trong bfii canh
hien nay , cac nhñ tiép thi co rñt nhiéu sir 1 chpn cho chién lirqc marketing cua ininh,
nhirng kho co phirong tien nño tot hon lñ e-marketing voi da dang cac kenh truyén
thfing, vñ khach hñng cung co the nhanh chong tiép cñn voi nhiing san phñin, dich vu
phu hqp voi nhu cñu thfing qua e-marketing inpi luc, inpi noi.
Tuy nhién, song hñnh voi nhiing lqi ich inñ e-marketing mang lai thi vñn co
moot sfi nguy co nhir viec dam bao sir riéng tu cung nhir bao inñt thfing tin ca nhñn
khfing duqc dam bao chñc chñn. Nguy co nñy khfing chi den tit sir phñt trién nhanh
chong cua cfing nghe, inñ no cfin den tii cac he thong chua du chñt ché cua doanh
nghiep hay cac khach hang chra co y thtrc ve viéc bao ve thñng tin ca nhan nhir tñi san
cua ininh. De khac phuc duqc nguy co nñy, ca doanh nghiep vñ khach hñng déu phai
thay dfii bñng cach ap dung cac bien phap bao inñt hien dai hon, nñng cao y thirc bao
ve thfing tin ca n hñn, dpc ky cac diéu khoan, canh bao vi inoi cu nhñp c huot hay chain
tay déu co the khién khach hñng bi rfi ri thfing tin quan trpng. Ben canh do, vi bfi qua
cac trung gian, khach hñng vñ doanh nghiep giao dich trirc tiép qua cac kenh truyén
thfing cua e-marketing, nén khong tr‹anh khoi cac trirdng hqp ké gian inao danh doanh
nghiep de giao dich voi khach hñng.

marketing. O cdc nuoc co co so ha tñng phat trién vñ cac tfi chirc tiép thi canh tranh vñi
nhau , giain chi phi tiép thi sé lñ inuc tieu trpng tñin. Cac qufic gia nñy co co so ha tñng
cong nghe thfing tin de tiép cñn vñ khach hñng dñ dñu tu nguon lire de hp co the tiép
cñn cac co so ha tñng nñy. Sir khfing trung gian sé khfing duqc inong dqi vi c‹ac cong
ty co quyén truy cñp vño cac kenh phñn phfii vñ truyén thfing hieu qua , vñ cac kenh
nñy cung sé co gñng giain chi phi bñng cach tñng cirong cac chién lirqc e-marketing. O
cac qufic gia co co so ha tñng phat trién nhirng viec phat trién tiép thi bi han ché, hp se
inong doi
sc khñng trung gian cua cac kenh hien co de co the tiép can de dang va nhanh chong
hon cung nhir giain thiéu cac chi phI phat sinh. Vi vñy, cac nhñ tiép thi cñn danh gia moi
tru0ng kinh doanh triroc khi dna ra cac chién lirqc e-marketin g ct the.

Bricks and
Third Party
I-Iigh e-marketing/ Clicks/ Hinh 2: Moot so chién line e-
Digitized
Direct
Product & marketing thanh cñng â cac quoc
e-marketing
Country’s Service gia khac nhau.
Infrastructure
Development
Firm Buying
LDW Driven e- Groups/
marketing/ Alternative
Corporate Infrastructure
Exchanges
Low High
Country's Marketing Institutional
Development

9
Tai lieu thain khdo:
l. Giao trinh marketing c’ñn hân — Khoa Thirong Mai-Du Lich-Marketing, Trir0ng
Dai hpc Kinh té Th‹anh pho Ho Chi Minh.
2. Bhasin, H. (2019, March 12), “ñfork‹ring min of PWC — Pric’evvuterhousec oopers
ñfork‹ring mFv ”, Marketing9l .
3. Catalin Grâdinaru v‹a Sorin-George Toma v‹a Paul Marinescu, “ñfurkering fifty
in Serv'ic’es ”, Faculty of Administration and Business, University of Bucharest.
4. Jagdish N. Sheth, “ Internutionul e-Mm keting. Opportun itie.i and Issues”, Emory
University.
5. Nhir Phung, “ Biti’s Hunter. Host A Sniull Budget Uamyoign Rehirthed A Brund ”,
Vietcetera.

10
FINAL_MAR_PHAM NGOC KHANH AN
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