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.
Truc Cam Luu, Huong Lan Thi Pham, Thuy Bich Thi Nguyen. Marketing practices in small and medium sized enterprises (SMEs): The case of Vietnam. International Journal of Commerce and Management Research, Volume 3, Issue 10, 2017, Pages 01-09