Textbooks
CONSUMER BEHAVIOUR
Author: Associate Professor Dr Nguyen Thi Hoang Yen
This textbook provides fundamental knowledge of consumer behaviour, together with guidance on how such insights can be applied to corporate marketing decision-making. It is intended for marketing practitioners, particularly those who are new to the profession. An in-depth and comprehensive understanding of consumer behaviour enables businesses to develop product strategies that are appropriate, effective, and highly competitive in the marketplace.
SERVICES MARKETING
Author: Associate Professor Dr Nguyen Thi Hoang Yen
This textbook is designed to provide fundamental knowledge of services marketing for students majoring in marketing, management, and business administration, as well as for marketing practitioners. In addition to theoretical foundations, the textbook incorporates practical examples from service enterprises and review questions at the end of each chapter, enabling readers to systematise their knowledge and further develop their understanding of the subject matter.
REFERENCE BOOKS
KINH DOANH DỊCH VỤ TẠI VIỆT NAM
TỰ TAY VẬN HÀNH HOẠT ĐỘNG MARKETING CỦA BẠN
Author: Associate Professor Dr Nguyen Thi Hoang Yen
Grounded in contemporary services marketing theory, this book offers a clear methodological framework and a rich collection of practical case studies, enabling readers to translate the intangible value of services into persuasive messages for consumers. In an era in which service business has become a core foundation of diverse business models, this book serves as a practical guide to both thinking and action for those working in services marketing who seek solutions that are theoretically informed, practically applicable, and strategically meaningful.
