Nowadays, the concept of marketing is popular in Vietnam through media means of communication: newspapers, television and triggered events. However, building a marketing strategy is a relatively new issue for Vietnamese businesses. How to approach to achieve specific business results is still a matter of discussion.
Recognised this issue, Dr. Tran Trong Thuy held a Journal club session overviewing the development and evolution of Marketing, as well as the approaches and theories that world noble economists have come up with: ranging from strategies, building and marketing orientations. In the 1960s, 1970s, and 1990s, economists like Kotler, Houston & Gassenheimer, Narver & Slater raised and answered the question of the leading role of Marketing, its main activity, its direction with specific scales to measure. Dr. Thuy emphasized on sales activities, market orientation and the value of Marketing. In addition, Dr. Thuy also mentioned the transformation of technology that have influenced the apprehension of marketing. According to Dr. Thuy, the key point in Marketing is to create resonant values, in which customers have the right to participate in the process of creating value of products and services. Thanks to the contemporary approach led by Dr. Thuy, the lecturers enthusiastically engaged in the Q&A session. At the end of the seminar, the chairperson considered this as a alarming and practical topic for economic development in Vietnam.