| dc.description.abstract | People may be more familiar with consumer marketing; after all, he is a
consumer. Business marketing, however, is needed more studying and researching than
taking from self experiences likes consumer one. And when “Marketing majors begin in
business marketing” (Power 10, Business Marketing, 1999), marketers are forced to have
knowledge about online marketing in Business to Business (B2B) model, especially in
current economic crisis. In addition, because of the new marketing channel, some Viet
Nam enterprises face to problem that they don’t know how to apply it. The others
couldn’t find any effects from their campaigns. Therefore, the research will explore the
marketing performance of a sample case of this kind of enterprises: HUVA Steel
Building Company - an expert in supplying pre-engineered steel building at Viet Nam
market. Then from HUVA achievements and limitations, a roadmap for B2B online
marketing will be established to guide and track Viet Nam companies successfully in
entering this emerging marketing channel. Accordingly, in-depth interview researching
has been conducted to get the opinion of experts and business owners to evaluate as well
as support the above B2B online marketing framework to Viet Nam situation. The results
showed the most six important online marketing tools should be used and simultaneously,
it heightens the role of Customer Relationship Management in online business. That
proved the necessary of traditional marketing in Business Marketing. | en_US |
