{"id":9972,"date":"2026-05-06T14:01:31","date_gmt":"2026-05-06T07:01:31","guid":{"rendered":"https:\/\/marketing.new88088.net\/?page_id=9972"},"modified":"2026-05-06T18:22:07","modified_gmt":"2026-05-06T11:22:07","slug":"sach-giao-trinh","status":"publish","type":"page","link":"https:\/\/marketing.new88088.net\/sach-giao-trinh\/","title":{"rendered":"S\u00e1ch &amp; Gi\u00e1o tr\u00ecnh"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"9972\" class=\"elementor elementor-9972\" 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\">GI\u00c1O TR\u00ccNH<\/font><\/span><span style=\"font-family: var(--secondary-font);font-size: 1.7411em;text-align: var(--text-align);letter-spacing: var(--letter-spacing)\"><\/span><\/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<h1 style=\"margin: 18pt 0cm 4pt;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black;text-align: center\"><span lang=\"VI\" style=\"line-height: 37.333332px;color: #333333;text-transform: uppercase;letter-spacing: 0.4pt;font-size: 18pt\">H\u00c0NH VI NG\u01af\u1edcI TI\u00caU D\u00d9NG<\/span><\/h1><h1 style=\"margin: 18pt 0cm 4pt;text-align: justify;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black\"><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">T\u00c1C GI\u1ea2: PGS. TS. NGUY\u1ec4N TH\u1eca HO\u00c0NG Y\u1ebeN<\/span><\/h1><h1 style=\"margin: 18pt 0cm 4pt;text-align: justify;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black\"><i><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">Gi\u00e1o tr\u00ecnh<\/span><\/i><i style=\"font-size: 14pt;letter-spacing: var(--letter-spacing)\"><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">\u00a0cung c\u1ea5p ki\u1ebfn th\u1ee9c c\u01a1 b\u1ea3n nh\u1ea5t v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 nh\u1eefng ch\u1ec9 d\u1eabn v\u1ec1 v\u1eadn d\u1ee5ng nh\u1eefng hi\u1ec3u bi\u1ebft n\u00e0y trong c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u1ee7a doanh nghi\u1ec7p cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing, \u0111\u1eb7c bi\u1ec7t nh\u1eefng ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u v\u00e0o ngh\u1ec1. <\/span><\/i><i style=\"font-size: 14pt;letter-spacing: var(--letter-spacing)\"><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">Nghi\u00ean c\u1ee9u s\u00e2u, hi\u1ec3u \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00fap c\u00e1c doanh nghi\u1ec7p x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p, mang t\u00ednh c\u1ea1nh tranh cao tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng\u00a0<\/span><\/i><\/h1>\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<h1 style=\"margin: 18pt 0cm 4pt;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black;text-align: center\"><span lang=\"VI\" style=\"line-height: 37.333332px;color: #333333;text-transform: uppercase;letter-spacing: 0.4pt\">GI\u00c1O TR\u00ccNH MARKETING D\u1ecaCH V\u1ee4<\/span><\/h1><h1 style=\"margin: 18pt 0cm 4pt;text-align: justify;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black\"><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">T\u00c1C GI\u1ea2: PGS. TS. NGUY\u1ec4N TH\u1eca HO\u00c0NG Y\u1ebeN<\/span><\/h1><h1 style=\"margin: 18pt 0cm 4pt;text-align: justify;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black\"><i><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">Gi\u00e1o tr\u00ecnh \u0111\u01b0\u1ee3c bi\u00ean so\u1ea1n nh\u1eb1m cung c\u1ea5p ki\u1ebfn th\u1ee9c c\u01a1 b\u1ea3n v\u1ec1 marketing d\u1ecbch v\u1ee5, ph\u1ee5c v\u1ee5 cho sinh vi\u00ean c\u00e1c ng\u00e0nh marketing, qu\u1ea3n l\u00fd\/qu\u1ea3n tr\u1ecb kinh doanh, c\u0169ng nh\u01b0 nh\u1eefng ng\u01b0\u1eddi \u0111ang l\u00e0m marketing trong th\u1ef1c ti\u1ec5n. Ngo\u00e0i l\u00fd thuy\u1ebft, gi\u00e1o tr\u00ecnh c\u00f2n t\u00edch h\u1ee3p v\u00ed d\u1ee5 th\u1ef1c ti\u1ec5n t\u1eeb c\u00e1c doanh nghi\u1ec7p d\u1ecbch v\u1ee5 v\u00e0 c\u00e2u h\u1ecfi \u00f4n t\u1eadp cu\u1ed1i m\u1ed7i ch\u01b0\u01a1ng, gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc h\u1ec7 th\u1ed1ng h\u00f3a v\u00e0 ph\u00e1t tri\u1ec3n t\u01b0 duy v\u1ec1 ki\u1ebfn th\u1ee9c \u0111\u00e3 h\u1ecdc.<\/span><\/i><\/h1>\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 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style=\"clear: both;font-size: 1.7411em\"><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\">S\u00e1ch tham kh\u1ea3o<\/font><\/span><span style=\"font-family: var(--secondary-font);font-size: 1.7411em;text-align: var(--text-align);letter-spacing: var(--letter-spacing)\"><\/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 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\"><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt;font-family: 'times new roman', times, serif\">T\u00c1C GI\u1ea2: PGS. TS. NGUY\u1ec4N TH\u1eca HO\u00c0NG Y\u1ebeN<\/span><\/h1><h1 style=\"margin: 18pt 0cm 4pt;text-align: justify;line-height: 37.333332px;font-size: 14pt;font-family: 'Times New Roman', serif;color: black\"><span style=\"font-family: 'times new roman', times, serif\"><i><span lang=\"VI\" style=\"font-size: 11pt;line-height: 29.333336px;color: #333333;letter-spacing: 0.4pt\">\u0110\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean n\u1ec1n t\u1ea3ng l\u00fd lu\u1eadn marketing d\u1ecbch v\u1ee5 hi\u1ec7n \u0111\u1ea1i, cu\u1ed1n s\u00e1ch mang \u0111\u1ebfn khung ph\u01b0\u01a1ng ph\u00e1p lu\u1eadn r\u00f5 r\u00e0ng v\u00e0 h\u1ec7 th\u1ed1ng t\u00ecnh hu\u1ed1ng th\u1ef1c ti\u1ec5n phong ph\u00fa, gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc hi\u1ec7n th\u1ef1c h\u00f3a c\u00e1c gi\u00e1 tr\u1ecb v\u00f4 h\u00ecnh c\u1ee7a d\u1ecbch v\u1ee5 th\u00e0nh nh\u1eefng th\u00f4ng \u0111i\u1ec7p c\u00f3 s\u1ee9c thuy\u1ebft ph\u1ee5c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. 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