Vol. 3, Issue 10 (2017)
Marketing practices in small and medium sized enterprises (SMEs): The case of Vietnam
Author(s): Truc Cam Luu, Huong Lan Thi Pham, Thuy Bich Thi Nguyen
Abstract: The main purpose of this paper is to obtain a better understanding of the awareness owners/managers of marketing, marketing department organization, marketing planning and marketing – mix activities practicing in Vietnam SMEs. The research will contribute and add the literature for marketing practice in SMEs; semi – structured, in – depth interviews were carried out with the owners/managers of 12 SMES to explore the in-depth information on the status of marketing practice in Vietnam SMEs. These results indicate that there are similarities between SMEs in Vietnam compared to some research on SMEs in Western; Central and Eastern Europe, but also some other characteristics of SMEs found in Vietnam. Based on the results of this study, the authors propose some advice for SMEs in Vietnam.