{"id":10682,"date":"2026-06-14T11:28:48","date_gmt":"2026-06-14T04:28:48","guid":{"rendered":"https:\/\/marketing.new88088.net\/?page_id=10682"},"modified":"2026-06-17T00:10:52","modified_gmt":"2026-06-16T17:10:52","slug":"books-textbooks","status":"publish","type":"page","link":"https:\/\/marketing.new88088.net\/en\/books-textbooks\/","title":{"rendered":"Books &amp; Textbooks"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"10682\" class=\"elementor elementor-10682\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d6eab7f e-flex e-con-boxed e-con e-parent\" data-id=\"d6eab7f\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-87cc387 elementor-widget elementor-widget-heading\" data-id=\"87cc387\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 26-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\"><div style=\"text-align: justify\"><span style=\"text-align: var(--text-align);letter-spacing: 0.533333px;text-transform: uppercase\"><font color=\"#333333\" face=\"Times New Roman, serif\" size=\"4\">Textbooks<\/font><\/span><span style=\"font-family: var(--secondary-font);font-size: 1.7411em;text-align: var(--text-align);letter-spacing: var(--letter-spacing)\"><\/span><br><\/div><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-eac6393 e-grid e-con-boxed elementor-invisible e-con e-parent\" data-id=\"eac6393\" data-element_type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;slideInRight&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d435f2d elementor-widget elementor-widget-image\" data-id=\"d435f2d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 26-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"305\" height=\"450\" src=\"https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/hanh-vi-nguoi-tieu-dung.jpg.webp\" class=\"attachment-large size-large wp-image-10078\" alt=\"\" srcset=\"https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/hanh-vi-nguoi-tieu-dung.jpg.webp 305w, https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/hanh-vi-nguoi-tieu-dung.jpg-203x300.webp 203w\" sizes=\"(max-width: 305px) 100vw, 305px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-277fc33 elementor-widget elementor-widget-text-editor\" data-id=\"277fc33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 26-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p style=\"text-align: center\" data-start=\"0\" data-end=\"80\"><span style=\"font-family: 'times new roman', times, serif;font-size: 18pt\"><strong data-start=\"0\" data-end=\"22\">CONSUMER BEHAVIOUR<\/strong><\/span><\/p><p data-start=\"0\" data-end=\"80\"><br data-start=\"22\" data-end=\"25\" \/><span style=\"font-family: 'times new roman', times, serif;font-size: 14pt\"><strong data-start=\"25\" data-end=\"80\">Author: Associate Professor Dr Nguyen Thi Hoang Yen<\/strong><\/span><\/p><p style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;text-align: justify;line-height: 32px\">\u00a0<\/p><p style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;text-align: justify;line-height: 32px\"><strong><em>\u00a0<\/em><\/strong><\/p><p style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;text-align: justify;line-height: 32px\"><strong><em>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.<\/em><\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-33e3984 e-grid e-con-boxed elementor-invisible e-con e-parent\" data-id=\"33e3984\" data-element_type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1e5f5c2 elementor-widget elementor-widget-image\" data-id=\"1e5f5c2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"305\" height=\"460\" src=\"https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/giao-trinh-marketing-dich-vu.jpg.webp\" class=\"attachment-large size-large wp-image-10042\" alt=\"\" srcset=\"https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/giao-trinh-marketing-dich-vu.jpg.webp 305w, https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/giao-trinh-marketing-dich-vu.jpg-199x300.webp 199w\" sizes=\"(max-width: 305px) 100vw, 305px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b4445e3 elementor-widget elementor-widget-text-editor\" data-id=\"b4445e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p class=\"MsoNormal\" style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;line-height: 32px;text-align: center\"><span style=\"font-size: 18pt\"><b><span lang=\"VI\">SERVICES MARKETING<\/span><\/b><\/span><\/p><p>\u00a0<\/p><p class=\"MsoNormal\" style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;text-align: justify;line-height: 32px\"><b><span lang=\"VI\">Author: Associate Professor Dr Nguyen Thi Hoang Yen<\/span><\/b><\/p><p>\u00a0<\/p><p class=\"MsoNormal\" style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;text-align: justify;line-height: 32px\"><em><b><span lang=\"VI\">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.<\/span><\/b><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-854b2b0 e-flex e-con-boxed e-con e-parent\" data-id=\"854b2b0\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-332f054 elementor-widget elementor-widget-spacer\" data-id=\"332f054\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 26-06-2024 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a61b202 e-flex e-con-boxed e-con e-parent\" data-id=\"a61b202\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c8c7d02 elementor-widget elementor-widget-heading\" data-id=\"c8c7d02\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span data-elementor-setting-key=\"title\" data-pen-placeholder=\"Nh\u1eadp \u1edf \u0111\u00e2y...\" style=\"clear: both\"><div style=\"text-align: justify\"><span style=\"text-align: var(--text-align);letter-spacing: 0.533333px;text-transform: uppercase\"><font color=\"#333333\" face=\"Times New Roman, serif\" size=\"4\">REFERENCE BOOKS<\/font><\/span><span style=\"font-size: 1.7411em;font-family: var(--secondary-font);text-align: var(--text-align);letter-spacing: var(--letter-spacing)\"><\/span><span style=\"font-size: 1.7411em\"><br><\/span><\/div><\/span><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-96f92cc e-grid e-con-boxed elementor-invisible e-con e-parent\" data-id=\"96f92cc\" data-element_type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInRight&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cc044df elementor-widget elementor-widget-image\" data-id=\"cc044df\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"768\" src=\"https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/kd_1_c9527afcdbd642d2be03ffced9ea11b3_master-1-768x768.jpg\" class=\"attachment-medium_large size-medium_large wp-image-10121\" alt=\"\" srcset=\"https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/kd_1_c9527afcdbd642d2be03ffced9ea11b3_master-1-768x768.jpg 768w, https:\/\/marketing.new88088.net\/wp-content\/uploads\/sites\/40\/2026\/05\/kd_1_c9527afcdbd642d2be03ffced9ea11b3_master-1-e1778065661234-150x150.jpg 150w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2c2f57f elementor-widget elementor-widget-text-editor\" data-id=\"2c2f57f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h1 align=\"center\"><span style=\"font-family: 'times new roman', times, serif;font-size: 14pt;line-height: 36px;color: #333333;text-transform: uppercase;letter-spacing: 0.4pt\">KINH DOANH D\u1ecaCH V\u1ee4 T\u1ea0I VI\u1ec6T NAM <\/span><\/h1><h1 align=\"center\"><span style=\"font-family: 'times new roman', times, serif;font-size: 14pt;line-height: 36px;color: #333333;text-transform: uppercase;letter-spacing: 0.4pt\">T\u1ef0 TAY<\/span><span style=\"font-family: 'times new roman', times, serif;font-size: 14pt;line-height: 36px;color: #333333;text-transform: uppercase;letter-spacing: 0.4pt\">\u00a0<\/span><span style=\"font-family: 'times new roman', times, serif;font-size: 14pt;line-height: 36px;color: #333333;text-transform: uppercase;letter-spacing: 0.4pt\">V\u1eacN H\u00c0NH HO\u1ea0T \u0110\u1ed8NG MARKETING C\u1ee6A B\u1ea0N<\/span><\/h1><div><h1 style=\"margin: 18pt 0cm 4pt;text-align: justify;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black\"><strong><span style=\"letter-spacing: var(--letter-spacing);font-size: medium\">Author: Associate Professor Dr Nguyen Thi Hoang Yen<\/span><\/strong><\/h1><p>\u00a0<\/p><p style=\"margin: 0cm;font-size: medium;font-family: 'Times New Roman', serif;color: #000000;text-align: justify;line-height: 32px\"><em><strong><span lang=\"VI\">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.<\/span><\/strong><\/em><\/p><\/div><div><p style=\"margin: 0cm;font-size: medium;font-family: Aptos, sans-serif;color: #000000;line-height: 32px;padding-left: 40px\">\u00a0<\/p><\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\/*! elementor &#8211; v3.22.0 &#8211; 26-06-2024 *\/ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]&gt;a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px} Textbooks \/*! elementor &#8211; v3.22.0 &#8211; 26-06-2024 *\/ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=&#8221;.svg&#8221;]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} CONSUMER BEHAVIOUR Author: Associate Professor Dr Nguyen Thi Hoang Yen \u00a0 \u00a0 This textbook provides fundamental knowledge of consumer behaviour, together with guidance on how such insights can [&hellip;]<\/p>\n","protected":false},"author":99,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-10682","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/pages\/10682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/users\/99"}],"replies":[{"embeddable":true,"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/comments?post=10682"}],"version-history":[{"count":10,"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/pages\/10682\/revisions"}],"predecessor-version":[{"id":10843,"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/pages\/10682\/revisions\/10843"}],"wp:attachment":[{"href":"https:\/\/marketing.new88088.net\/wp-json\/wp\/v2\/media?parent=10682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}