A Study of Vietnam and its Marketing Implications
Durriya H. Z. Khairullah, Zahid Y. Khairullah

Abstract
The paper addresses several marketing implications regarding the 4Ps of the marketing mix as they relate to the emerging market of Vietnam. The report is based on discussions and briefings on macro-environmental factors and business practices provided by senior management of various local and international businesses, U.S. officials, and faculty members from local and international universities in Vietnam. In addition the paper reviews the literature on marketing in Vietnam. The findings of this study together with those of previous studies provide relevant information to international marketers for developing appropriate marketing strategies for conducting business in Vietnam.

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