{"id":4710,"date":"2024-04-12T04:11:05","date_gmt":"2024-04-12T04:11:05","guid":{"rendered":"https:\/\/cunghocvui.com\/book\/?p=4710"},"modified":"2024-04-12T04:11:10","modified_gmt":"2024-04-12T04:11:10","slug":"marketing-de-canh-tranh-tu-chau-a-vuon-ra-the-gioi-trong-ky-nguyen-tieu-dung-so","status":"publish","type":"post","link":"https:\/\/cunghocvui.com\/book\/marketing-de-canh-tranh-tu-chau-a-vuon-ra-the-gioi-trong-ky-nguyen-tieu-dung-so\/","title":{"rendered":"Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><br>Gi\u1edbi thi\u1ec7u s\u00e1ch Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1<\/h2>\n\n\n\n<p><strong>Marketing \u0110\u1ec3 C\u1ea1nh Tranh: T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1<\/strong> l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m h\u1ee3p t\u00e1c c\u1ee7a ba chuy\u00ean gia h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c marketing: Hermawan Kartajaya, Philip Kotler v\u00e0 Hooi Den Huan. Cu\u1ed1n s\u00e1ch cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 c\u00e1ch c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ea1nh tranh \u0111\u1ec3 th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u trong k\u1ef7 nguy\u00ean ti\u00eau d\u00f9ng s\u1ed1.<\/p>\n\n\n\n<p>T\u00e1c ph\u1ea9m kh\u00e1m ph\u00e1 nh\u1eefng th\u00e1ch th\u1ee9c v\u00e0 c\u01a1 h\u1ed9i \u0111\u1ed9c \u0111\u00e1o m\u00e0 c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 ph\u1ea3i \u0111\u1ed1i m\u1eb7t trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng to\u00e0n c\u1ea7u h\u00f3a v\u00e0 s\u1ed1 h\u00f3a. C\u00e1c t\u00e1c gi\u1ea3 nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c hi\u1ec3u c\u00e1c xu h\u01b0\u1edbng v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i \u0111\u1ed9c \u0111\u00e1o c\u1ee7a ch\u00e2u \u00c1, c\u0169ng nh\u01b0 t\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7 \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p><strong>Marketing \u0110\u1ec3 C\u1ea1nh Tranh<\/strong> l\u00e0 m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean v\u00f4 gi\u00e1 cho c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb, doanh nh\u00e2n v\u00e0 nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p mu\u1ed1n hi\u1ec3u v\u00e0 n\u1eafm b\u1eaft c\u00e1c c\u01a1 h\u1ed9i trong k\u1ef7 nguy\u00ean ti\u00eau d\u00f9ng s\u1ed1. N\u00f3 cung c\u1ea5p nh\u1eefng hi\u1ec3u bi\u1ebft th\u1ef1c t\u1ebf v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 gi\u00fap c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 v\u01b0\u01a1n ra th\u1ebf gi\u1edbi v\u00e0 c\u1ea1nh tranh th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>T\u00e1c gi\u1ea3 Hermawan Kartajaya, Philip Kotler, Hooi Den Huan<\/h2>\n\n\n\n<p><strong>Hermawan Kartajaya:<\/strong> Hermawan Kartajaya l\u00e0 m\u1ed9t nh\u00e0 ti\u1ebfp th\u1ecb, nh\u00e0 gi\u00e1o d\u1ee5c v\u00e0 nh\u00e0 t\u01b0 t\u01b0\u1edfng kinh doanh n\u1ed5i ti\u1ebfng ng\u01b0\u1eddi Indonesia.<\/p>\n\n\n\n<p><strong>Philip Kotler:<\/strong> \u0110\u01b0\u1ee3c m\u1ec7nh danh l\u00e0 &#8220;Cha \u0111\u1ebb c\u1ee7a Ti\u1ebfp th\u1ecb Hi\u1ec7n \u0111\u1ea1i&#8221;, Gi\u00e1o s\u01b0 Ti\u1ebfp th\u1ecb t\u1ea1i Tr\u01b0\u1eddng Kinh doanh Kellogg c\u1ee7a \u0110\u1ea1i h\u1ecdc Northwestern.<\/p>\n\n\n\n<p><strong>Hooi Den Huan:<\/strong> Nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 nh\u00e0 t\u01b0 v\u1ea5n chi\u1ebfn l\u01b0\u1ee3c n\u1ed5i ti\u1ebfng, \u0111\u1ed3ng s\u00e1ng l\u1eadp v\u00e0 Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u1ee7a Mindshare Trung Qu\u1ed1c.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>Th\u00f4ng tin s\u00e1ch Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th><strong>T\u00ean s\u00e1ch<\/strong><\/th><th><strong>T\u00e1c gi\u1ea3<\/strong><\/th><th><strong>Th\u1ec3 lo\u1ea1i<\/strong><\/th><th><strong>Th\u00f4ng tin b\u1ed5 sung<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Marketing \u0110\u1ec3 C\u1ea1nh Tranh<\/td><td><a href=\"https:\/\/cunghocvui.com\/book\/tac-gia\/hermawan-kartajaya\/\">Hermawan Kartajaya<\/a>, <a href=\"https:\/\/cunghocvui.com\/book\/tac-gia\/philip-kotler\/\">Philip Kotler<\/a>, Hooi Den Huan<\/td><td>Marketing<\/td><td>352 trang, 2019<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><br>N\u1ed9i dung s\u00e1ch Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1<\/h2>\n\n\n\n<p><br>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf ch\u00e2u \u00c1 ng\u00e0y c\u00e0ng ph\u00e1t tri\u1ec3n v\u1ec1 m\u1eb7t th\u00f4ng minh, k\u1ebft n\u1ed1i v\u00e0 \u0111a d\u1ea1ng h\u00f3a trong c\u00e1ch l\u1ef1a ch\u1ecdn, mua s\u1eafm v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5. Cu\u1ed1n s\u00e1ch n\u00e0y th\u1ec3 hi\u1ec7n r\u1eb1ng m\u1ed1i quan h\u1ec7 trong marketing kh\u00f4ng ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 m\u1ed9t chi\u1ec1u n\u1eefa m\u00e0 \u0111\u00e3 tr\u1edf n\u00ean t\u01b0\u01a1ng \u0111\u1ed1i \u0111\u1ed1i x\u1ee9ng gi\u1eefa c\u00e1c b\u00ean. Ngo\u00e0i vi\u1ec7c gi\u1edbi thi\u1ec7u c\u00e1c kh\u00e1i ni\u1ec7m v\u00e0 l\u00fd thuy\u1ebft m\u1edbi, s\u00e1ch c\u0169ng minh h\u1ecda nhi\u1ec1u v\u00ed d\u1ee5 th\u1ef1c t\u1ebf t\u1eeb c\u00e1c doanh nghi\u1ec7p ch\u00e2u \u00c1, gi\u00fap l\u00e0m s\u00e1ng t\u1ecf c\u00e1ch th\u1ee9c c\u00e1c c\u00f4ng ty, b\u1ea5t k\u1ef3 quy m\u00f4 n\u00e0o, \u0111ang c\u1ea1nh tranh t\u1ea1i khu v\u1ef1c n\u00e0y v\u00e0 tr\u00ean to\u00e0n c\u1ea7u. Nh\u1edd \u0111\u00f3, m\u1ecdi doanh nghi\u1ec7p tr\u00ean th\u1ebf gi\u1edbi \u0111\u1ec1u c\u00f3 th\u1ec3 h\u1ecdc h\u1ecfi \u0111\u01b0\u1ee3c c\u00e1ch chinh ph\u1ee5c c\u1ea3 t\u00e2m tr\u00ed v\u00e0 tr\u00e1i tim c\u1ee7a kh\u00e1ch h\u00e0ng ch\u00e2u \u00c1, c\u1ea3 trong l\u0129nh v\u1ef1c s\u1ed1 v\u00e0 truy\u1ec1n th\u1ed1ng.<\/p>\n\n\n\n<p>T\u00e1c ph\u1ea9m b\u1eaft \u0111\u1ea7u b\u1eb1ng c\u00e1ch kh\u00e1m ph\u00e1 nh\u1eefng th\u00e1ch th\u1ee9c v\u00e0 c\u01a1 h\u1ed9i \u0111\u1ed9c \u0111\u00e1o m\u00e0 c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 ph\u1ea3i \u0111\u1ed1i m\u1eb7t trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng ng\u00e0y c\u00e0ng to\u00e0n c\u1ea7u h\u00f3a v\u00e0 s\u1ed1 h\u00f3a. C\u00e1c t\u00e1c gi\u1ea3 nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c hi\u1ec3u c\u00e1c xu h\u01b0\u1edbng v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i \u0111\u1ed9c \u0111\u00e1o c\u1ee7a ch\u00e2u \u00c1, c\u0169ng nh\u01b0 t\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7 \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch sau \u0111\u00f3 tr\u00ecnh b\u00e0y c\u00e1c nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh v\u00e0 v\u00ed d\u1ee5 t\u1eeb c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 th\u00e0nh c\u00f4ng, ch\u1eb3ng h\u1ea1n nh\u01b0 Alibaba, Tencent v\u00e0 Samsung, \u0111\u1ec3 minh h\u1ecda c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ef9 thu\u1eadt marketing hi\u1ec7u qu\u1ea3. C\u00e1c t\u00e1c gi\u1ea3 c\u0169ng \u0111\u01b0a ra c\u00e1c c\u00f4ng c\u1ee5 v\u00e0 khu\u00f4n kh\u1ed5 thi\u1ebft th\u1ef1c gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ph\u00e1t tri\u1ec3n v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn d\u1ecbch marketing c\u00f3 m\u1ee5c ti\u00eau, s\u00e1ng t\u1ea1o v\u00e0 mang t\u00ednh c\u1ea1nh tranh.<\/p>\n\n\n\n<p>M\u1ed9t trong nh\u1eefng \u0111i\u1ec3m m\u1ea1nh ch\u00ednh c\u1ee7a cu\u1ed1n s\u00e1ch l\u00e0 s\u1ef1 t\u1eadp trung v\u00e0o c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i ch\u00e2u \u00c1. C\u00e1c t\u00e1c gi\u1ea3 l\u1eadp lu\u1eadn r\u1eb1ng c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 kh\u00f4ng n\u00ean ch\u1ec9 \u0111\u01a1n gi\u1ea3n sao ch\u00e9p c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a c\u00e1c c\u00f4ng ty ph\u01b0\u01a1ng T\u00e2y, m\u00e0 thay v\u00e0o \u0111\u00f3 c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb, ni\u1ec1m tin v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u00e2u \u00c1.<\/p>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch c\u0169ng nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c t\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7 \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng trong k\u1ef7 nguy\u00ean ti\u00eau d\u00f9ng s\u1ed1. C\u00e1c t\u00e1c gi\u1ea3 th\u1ea3o lu\u1eadn v\u1ec1 c\u00e1c xu h\u01b0\u1edbng nh\u01b0 th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, ti\u1ebfp th\u1ecb tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 ti\u1ebfp th\u1ecb di \u0111\u1ed9ng, \u0111\u1ed3ng th\u1eddi cung c\u1ea5p c\u00e1c l\u1eddi khuy\u00ean th\u1ef1c t\u1ebf v\u1ec1 c\u00e1ch c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng c\u00e1c k\u00eanh n\u00e0y \u0111\u1ec3 th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng.<\/p>\n\n\n\n<p><strong>Marketing \u0110\u1ec3 C\u1ea1nh Tranh<\/strong> l\u00e0 m\u1ed9t ngu\u1ed3n t\u00e0i nguy\u00ean v\u00f4 gi\u00e1 cho c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb, doanh nh\u00e2n v\u00e0 nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p mu\u1ed1n hi\u1ec3u v\u00e0 n\u1eafm b\u1eaft c\u00e1c c\u01a1 h\u1ed9i trong k\u1ef7 nguy\u00ean ti\u00eau d\u00f9ng s\u1ed1.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>\u0110\u1ecdc v\u00e0 t\u1ea3i s\u00e1ch Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1 (PDF)<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/cdn0.fahasa.com\/media\/catalog\/product\/n\/x\/nxbtre_full_10352018_093557.jpg?_gl=1*nq0pyw*_ga*MTMwOTIwODA1My4xNzA2MTU0OTU0*_ga_460L9JMC2G*MTcxMjg4NjMwNC4yNC4xLjE3MTI4OTQ0OTIuNTkuMC4xMDU3NTA3OTA3*_gcl_aw*R0NMLjE3MTIxMjc1NTIuQ2owS0NRancyYTZ3QmhDVkFSSXNBQlBlSDF1bFo2TVJhYnYtdHJ5RXEtT0t4SUtfUXFxODF2bGRCU3EtVF9sRTdBRThUa1BMaHpNYm5Mc2FBdGJVRUFMd193Y0I.*_gcl_au*MTkwMDU2Mjg4MS4xNzA2MTU0OTU0\" alt=\"\" style=\"width:421px;height:auto\"\/><\/figure>\n\n\n\n<p><strong>\u0110\u1ecdc s\u00e1ch Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1 online mi\u1ec5n ph\u00ed ho\u1eb7c t\u1ea3i v\u1ec1 d\u01b0\u1edbi d\u1ea1ng File PDF theo h\u01b0\u1edbng d\u1eabn<\/strong><\/p>\n\n\n\n<div class=\"wp-block-button has-custom-font-size has-medium-font-size\" style=\"text-align: center;\"><button class=\"wp-block-button__link has-background-color has-luminous-vivid-orange-background-color has-text-color has-background has-link-color wp-element-button\"><br>Download<br><\/button><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><br>(Review) \u0110\u00e1nh gi\u00e1 n\u1ed9i dung v\u00e0 h\u00ecnh th\u1ee9c<\/h2>\n\n\n\n<p>\u0110\u00e1nh gi\u00e1: <strong>9\/10<\/strong><\/p>\n\n\n\n<p><strong>\u0110i\u1ec3m m\u1ea1nh<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc to\u00e0n di\u1ec7n v\u1ec1 c\u00e1c th\u00e1ch th\u1ee9c v\u00e0 c\u01a1 h\u1ed9i c\u1ee7a marketing t\u1ea1i ch\u00e2u \u00c1 trong k\u1ef7 nguy\u00ean ti\u00eau d\u00f9ng s\u1ed1.<\/li>\n\n\n\n<li>C\u00e1c nghi\u00ean c\u1ee9u \u0111i\u1ec3n h\u00ecnh v\u00e0 v\u00ed d\u1ee5 t\u1eeb c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 th\u00e0nh c\u00f4ng r\u1ea5t h\u1eefu \u00edch v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng.<\/li>\n\n\n\n<li>C\u00e1c c\u00f4ng c\u1ee5 v\u00e0 khu\u00f4n kh\u1ed5 thi\u1ebft th\u1ef1c gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ph\u00e1t tri\u1ec3n v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7u qu\u1ea3.<\/li>\n\n\n\n<li>V\u0103n phong r\u00f5 r\u00e0ng, s\u00fac t\u00edch v\u00e0 h\u1ea5p d\u1eabn.<\/li>\n<\/ul>\n\n\n\n<p><strong>\u0110i\u1ec3m y\u1ebfu<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>C\u00f3 th\u1ec3 h\u01a1i d\u00e0i \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ed1 \u0111\u1ed9c gi\u1ea3.<\/li>\n\n\n\n<li>M\u1ed9t s\u1ed1 v\u00ed d\u1ee5 c\u00f3 th\u1ec3 \u0111\u00e3 l\u1ed7i th\u1eddi k\u1ec3 t\u1eeb khi cu\u1ed1n s\u00e1ch \u0111\u01b0\u1ee3c xu\u1ea5t b\u1ea3n.<\/li>\n<\/ul>\n\n\n\n<p>Nh\u00ecn chung, C\u00e1c hi\u1ec3u bi\u1ebft th\u1ef1c t\u1ebf, chi\u1ebfn l\u01b0\u1ee3c v\u00e0 l\u1eddi khuy\u00ean c\u1ee7a c\u00e1c t\u00e1c gi\u1ea3 r\u1ea5t c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb, doanh nh\u00e2n v\u00e0 nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>C\u1ea3m nh\u1eadn c\u00e1 nh\u00e2n<\/h2>\n\n\n\n<p>Cu\u1ed1n s\u00e1ch r\u1ea5t th\u00fa v\u1ecb v\u00e0 h\u1eefu \u00edch v\u1edbi nh\u1eefng ng\u01b0\u1eddi quan t\u00e2m \u0111\u1ebfn marketing v\u00e0 kinh doanh \u1edf ch\u00e2u \u00c1. Vi\u1ec7c k\u1ebft h\u1ee3p gi\u1eefa Philip Kotler v\u00e0 c\u00e1c chuy\u00ean gia marketing h\u00e0ng \u0111\u1ea7u t\u1eeb ch\u00e2u \u00c1 nh\u01b0 Hermawan Kartajaya v\u00e0 Hooi Den Huan ch\u1eafc ch\u1eafn s\u1ebd mang l\u1ea1i nh\u1eefng c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u00e0 \u0111a chi\u1ec1u v\u1ec1 c\u00e1ch th\u1ee9c c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 n\u1eafm b\u1eaft c\u01a1 h\u1ed9i v\u00e0 c\u1ea1nh tranh trong m\u00f4i tr\u01b0\u1eddng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y nay.<\/p>\n\n\n\n<p>Nh\u1eefng v\u00ed d\u1ee5 th\u1ef1c t\u1ebf t\u1eeb c\u00e1c doanh nghi\u1ec7p ch\u00e2u \u00c1 trong cu\u1ed1n s\u00e1ch c\u0169ng h\u1ee9a h\u1eb9n s\u1ebd l\u00e0 ngu\u1ed3n c\u1ea3m h\u1ee9ng v\u00e0 b\u00e0i h\u1ecdc qu\u00fd gi\u00e1 cho c\u00e1c doanh nh\u00e2n v\u00e0 nh\u00e0 qu\u1ea3n l\u00fd tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi. \u0110\u1eb7c bi\u1ec7t, vi\u1ec7c gi\u1ea3i th\u00edch c\u00e1ch c\u00e1c c\u00f4ng ty, b\u1ea5t k\u1ec3 quy m\u00f4 n\u00e0o, \u0111ang c\u1ea1nh tranh t\u1ea1i ch\u00e2u \u00c1 c\u0169ng nh\u01b0 to\u00e0n c\u1ea7u s\u1ebd mang l\u1ea1i nh\u1eefng nh\u1eadn th\u1ee9c r\u1ea5t c\u00f3 \u00edch v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng \u0111a d\u1ea1ng n\u00e0y.<\/p>\n\n\n\n<p>T\u00f3m l\u1ea1i, cu\u1ed1n s\u00e1ch n\u00e0y c\u00f3 v\u1ebb nh\u01b0 s\u1ebd l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u qu\u00fd gi\u00e1 kh\u00f4ng ch\u1ec9 \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi l\u00e0m trong ng\u00e0nh marketing m\u00e0 c\u00f2n \u0111\u1ed1i v\u1edbi nh\u1eefng ai quan t\u00e2m \u0111\u1ebfn kinh doanh v\u00e0 t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c \u1edf ch\u00e2u \u00c1 v\u00e0 tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><br>Nh\u1eefng c\u00e2u n\u00f3i hay v\u00e0 B\u00e0i h\u1ecdc<\/h2>\n\n\n\n<p><strong>Nh\u1eefng c\u00e2u n\u00f3i hay trong cu\u1ed1n s\u00e1ch:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>&#8220;C\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 kh\u00f4ng n\u00ean ch\u1ec9 \u0111\u01a1n gi\u1ea3n sao ch\u00e9p c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a c\u00e1c c\u00f4ng ty ph\u01b0\u01a1ng T\u00e2y, m\u00e0 thay v\u00e0o \u0111\u00f3 c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c n\u00e0y \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb, ni\u1ec1m tin v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u00e2u \u00c1.&#8221;<\/li>\n\n\n\n<li>&#8220;C\u00f4ng ngh\u1ec7 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd c\u00f3 th\u1ec3 gi\u00fap c\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng, nh\u01b0ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 m\u1ed9t c\u00e1ch chi\u1ebfn l\u01b0\u1ee3c v\u00e0 s\u00e1ng t\u1ea1o.&#8221;<\/li>\n\n\n\n<li>&#8220;Th\u00e0nh c\u00f4ng trong marketing t\u1ea1i ch\u00e2u \u00c1 \u0111\u00f2i h\u1ecfi s\u1ef1 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 c\u00e1c xu h\u01b0\u1edbng v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i, c\u0169ng nh\u01b0 kh\u1ea3 n\u0103ng \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee5 th\u1ec3 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u00e2u \u00c1.&#8221;<\/li>\n\n\n\n<li>&#8220;C\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 c\u00f3 v\u1ecb th\u1ebf \u0111\u1ed9c \u0111\u00e1o \u0111\u1ec3 v\u01b0\u01a1n ra th\u1ebf gi\u1edbi v\u00e0 c\u1ea1nh tranh th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u. H\u1ecd c\u00f3 s\u1ef1 hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 th\u1ecb tr\u01b0\u1eddng ch\u00e2u \u00c1 v\u00e0 c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng c\u00e1c l\u1ee3i th\u1ebf v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i c\u1ee7a m\u00ecnh \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing h\u1ea5p d\u1eabn v\u00e0 hi\u1ec7u qu\u1ea3.&#8221;<\/li>\n<\/ol>\n\n\n\n<p><strong>B\u00e0i h\u1ecdc r\u00fat ra \u0111\u01b0\u1ee3c t\u1eeb cu\u1ed1n s\u00e1ch:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Hi\u1ec3u c\u00e1c xu h\u01b0\u1edbng v\u0103n h\u00f3a v\u00e0 x\u00e3 h\u1ed9i \u0111\u1ed9c \u0111\u00e1o c\u1ee7a ch\u00e2u \u00c1 r\u1ea5t quan tr\u1ecdng \u0111\u1ec3 th\u00e0nh c\u00f4ng trong l\u0129nh v\u1ef1c marketing t\u1ea1i khu v\u1ef1c n\u00e0y.<\/li>\n\n\n\n<li>C\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 n\u00ean \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a m\u00ecnh \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi c\u00e1c gi\u00e1 tr\u1ecb, ni\u1ec1m tin v\u00e0 h\u00e0nh vi c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u00e2u \u00c1.<\/li>\n\n\n\n<li>C\u00f4ng ngh\u1ec7 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd \u0111\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng t\u1ea1i ch\u00e2u \u00c1, nh\u01b0ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 m\u1ed9t c\u00e1ch chi\u1ebfn l\u01b0\u1ee3c v\u00e0 s\u00e1ng t\u1ea1o.<\/li>\n\n\n\n<li>C\u00e1c c\u00f4ng ty ch\u00e2u \u00c1 c\u00f3 v\u1ecb th\u1ebf \u0111\u1ed9c \u0111\u00e1o \u0111\u1ec3 v\u01b0\u01a1n ra th\u1ebf gi\u1edbi v\u00e0 c\u1ea1nh tranh th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng to\u00e0n c\u1ea7u.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Gi\u1edbi thi\u1ec7u s\u00e1ch Marketing \u0110\u1ec3 C\u1ea1nh Tranh &#8211; T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1 Marketing \u0110\u1ec3 C\u1ea1nh Tranh: T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1 l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m h\u1ee3p t\u00e1c c\u1ee7a ba chuy\u00ean gia h\u00e0ng \u0111\u1ea7u trong l\u0129nh v\u1ef1c marketing: Hermawan&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4709,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[575,333,469,541],"tags":[],"class_list":["post-4710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hermawan-kartajaya","category-kinh-te","category-marketing-ban-hang","category-philip-kotler"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing \u0110\u1ec3 C\u1ea1nh Tranh - T\u1eeb Ch\u00e2u \u00c1 V\u01b0\u01a1n Ra Th\u1ebf Gi\u1edbi Trong K\u1ef7 Nguy\u00ean Ti\u00eau D\u00f9ng S\u1ed1 - \u0110\u1ecdc online &amp; 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