{"id":103330,"date":"2026-05-17T21:00:15","date_gmt":"2026-05-17T14:00:15","guid":{"rendered":"https:\/\/tiki.vn\/blog\/sach-cua-philip-kotler\/"},"modified":"2026-05-17T21:00:15","modified_gmt":"2026-05-17T14:00:15","slug":"sach-cua-philip-kotler","status":"publish","type":"post","link":"https:\/\/tiki.vn\/blog\/sach-cua-philip-kotler\/","title":{"rendered":"Top 15 s\u00e1ch c\u1ee7a Philip Kotler hay nh\u1ea5t n\u00ean \u0111\u1ecdc \u0111\u1ec3 gi\u1ecfi Marketing"},"content":{"rendered":"<p>\u0110\u01b0\u1ee3c m\u1ec7nh danh l\u00e0 &#8220;cha \u0111\u1ebb c\u1ee7a marketing hi\u1ec7n \u0111\u1ea1i&#8221;, Philip Kotler \u0111\u00e3 \u0111\u1ecbnh h\u00ecnh n\u00ean t\u01b0 duy v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb cho nhi\u1ec1u th\u1ebf h\u1ec7 tr\u00ean to\u00e0n c\u1ea7u. C\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a \u00f4ng kh\u00f4ng ch\u1ec9 l\u00e0 gi\u00e1o tr\u00ecnh kinh \u0111i\u1ec3n m\u00e0 c\u00f2n l\u00e0 kim ch\u1ec9 nam th\u1ef1c ti\u1ec5n cho b\u1ea5t k\u1ef3 ai mu\u1ed1n chinh ph\u1ee5c l\u0129nh v\u1ef1c n\u00e0y. B\u00e0i vi\u1ebft n\u00e0y s\u1ebd t\u1ed5ng h\u1ee3p v\u00e0 \u0111\u00e1nh gi\u00e1 15 cu\u1ed1n s\u00e1ch ti\u00eau bi\u1ec3u nh\u1ea5t c\u1ee7a Philip Kotler, gi\u00fap b\u1ea1n x\u00e2y d\u1ef1ng m\u1ed9t l\u1ed9 tr\u00ecnh \u0111\u1ecdc hi\u1ec7u qu\u1ea3 t\u1eeb n\u1ec1n t\u1ea3ng \u0111\u1ebfn chuy\u00ean s\u00e2u, ph\u00f9 h\u1ee3p v\u1edbi m\u1ecdi c\u1ea5p \u0111\u1ed9 kinh nghi\u1ec7m.<\/p>\n<h2><strong>Nh\u1eefng \u0111i\u1ec3m ch\u00ednh:<\/strong><\/h2>\n<ul>\n<li><em>Philip Kotler, &#8220;cha \u0111\u1ebb marketing hi\u1ec7n \u0111\u1ea1i&#8221;, \u0111\u00e3 h\u1ec7 th\u1ed1ng h\u00f3a l\u0129nh v\u1ef1c n\u00e0y th\u00e0nh m\u1ed9t ng\u00e0nh khoa h\u1ecdc b\u00e0i b\u1ea3n v\u00e0 \u1ee9ng d\u1ee5ng.<\/em><\/li>\n<li><em>Cung c\u1ea5p l\u1ed9 tr\u00ecnh ki\u1ebfn th\u1ee9c t\u1eeb n\u1ec1n t\u1ea3ng (&#8220;Nguy\u00ean l\u00fd marketing&#8221;) \u0111\u1ebfn chuy\u00ean s\u00e2u (&#8220;Qu\u1ea3n tr\u1ecb marketing&#8221;) cho m\u1ecdi c\u1ea5p \u0111\u1ed9.<\/em><\/li>\n<li><em>Lo\u1ea1t s\u00e1ch Marketing 4.0 v\u00e0 5.0 c\u1eadp nh\u1eadt t\u01b0 duy marketing trong k\u1ef7 nguy\u00ean s\u1ed1 v\u00e0 \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 AI, IoT.<\/em><\/li>\n<li><em>\u0110i\u1ec3m \u0111\u1eb7c tr\u01b0ng l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa l\u00fd thuy\u1ebft v\u1eefng ch\u1eafc v\u00e0 c\u00e1c case study th\u1ef1c t\u1ebf, c\u00f3 t\u00ednh \u1ee9ng d\u1ee5ng cao.<\/em><\/li>\n<li><em>Ngo\u00e0i n\u1ec1n t\u1ea3ng, \u00f4ng c\u00f2n vi\u1ebft v\u1ec1 c\u00e1c ch\u1ee7 \u0111\u1ec1 chuy\u00ean s\u00e2u nh\u01b0 ti\u1ebfp th\u1ecb ph\u00e1 c\u00e1ch, tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i v\u00e0 Brand Activism.<\/em><\/li>\n<\/ul>\n<h3 id=\"1giithiuphilipkotlerchacamarketinghini\"><strong>1. Gi\u1edbi thi\u1ec7u Philip Kotler \u2013 Cha \u0111\u1ebb c\u1ee7a marketing hi\u1ec7n \u0111\u1ea1i<\/strong><\/h3>\n<h4 id=\"11tiusvsnghip\"><strong>1.1. Ti\u1ec3u s\u1eed v\u00e0 s\u1ef1 nghi\u1ec7p<\/strong><\/h4>\n<p><a href=\"https:\/\/tiki.vn\/author\/philip-kotler.html\" target=\"_blank\" rel=\"noopener\">Philip Kotler<\/a> (sinh n\u0103m 1931) l\u00e0 m\u1ed9t gi\u00e1o s\u01b0, t\u00e1c gi\u1ea3 v\u00e0 nh\u00e0 t\u01b0 v\u1ea5n marketing ng\u01b0\u1eddi M\u1ef9. \u00d4ng nh\u1eadn b\u1eb1ng Th\u1ea1c s\u0129 Kinh t\u1ebf t\u1ea1i \u0110\u1ea1i h\u1ecdc Chicago v\u00e0 b\u1eb1ng Ti\u1ebfn s\u0129 Kinh t\u1ebf t\u1ea1i H\u1ecdc vi\u1ec7n C\u00f4ng ngh\u1ec7 Massachusetts (M.I.T). V\u1edbi s\u1ef1 nghi\u1ec7p gi\u1ea3ng d\u1ea1y l\u1eebng l\u1eaby t\u1ea1i Tr\u01b0\u1eddng Qu\u1ea3n tr\u1ecb Kellogg, \u0110\u1ea1i h\u1ecdc Northwestern, \u00f4ng \u0111\u00e3 g\u00f3p ph\u1ea7n h\u1ec7 th\u1ed1ng h\u00f3a marketing t\u1eeb m\u1ed9t ho\u1ea1t \u0111\u1ed9ng th\u01b0\u01a1ng m\u1ea1i \u0111\u01a1n thu\u1ea7n th\u00e0nh m\u1ed9t ng\u00e0nh khoa h\u1ecdc th\u1ef1c th\u1ee5, c\u00f3 ph\u01b0\u01a1ng ph\u00e1p lu\u1eadn v\u00e0 c\u01a1 s\u1edf l\u00fd thuy\u1ebft v\u1eefng ch\u1eafc.<\/p>\n<figure id=\"attachment_179097\" aria-describedby=\"caption-attachment-179097\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179097\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-1.jpg\" alt=\"Ch\u00e2n dung gi\u00e1o s\u01b0, t\u00e1c gi\u1ea3 v\u00e0 nh\u00e0 t\u01b0 v\u1ea5n marketing Philip Kotler\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179097\" class=\"wp-caption-text\">Ch\u00e2n dung gi\u00e1o s\u01b0, t\u00e1c gi\u1ea3 v\u00e0 nh\u00e0 t\u01b0 v\u1ea5n marketing Philip Kotler<\/figcaption><\/figure>\n<h4 id=\"12phongcchhcthutvtduymarketingtph\"><strong>1.2. Phong c\u00e1ch h\u1ecdc thu\u1eadt v\u00e0 t\u01b0 duy marketing \u0111\u1ed9t ph\u00e1 c\u1ee7a Philip Kotler<\/strong><\/h4>\n<p>S\u00e1ch c\u1ee7a <strong>Philip Kotler<\/strong> n\u1ed5i b\u1eadt v\u1edbi phong c\u00e1ch vi\u1ebft logic, c\u1ea5u tr\u00fac ch\u1eb7t ch\u1ebd v\u00e0 kh\u1ea3 n\u0103ng di\u1ec5n gi\u1ea3i c\u00e1c kh\u00e1i ni\u1ec7m ph\u1ee9c t\u1ea1p m\u1ed9t c\u00e1ch d\u1ec5 hi\u1ec3u. \u0110i\u1ec3m \u0111\u1eb7c bi\u1ec7t l\u00e0m n\u00ean gi\u00e1 tr\u1ecb trong c\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a \u00f4ng l\u00e0 vi\u1ec7c l\u1ed3ng gh\u00e9p v\u00f4 s\u1ed1 c\u00e1c case study (t\u00ecnh hu\u1ed1ng th\u1ef1c t\u1ebf) t\u1eeb nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u th\u1ebf gi\u1edbi. \u0110i\u1ec1u n\u00e0y gi\u00fap \u0111\u1ed9c gi\u1ea3 kh\u00f4ng ch\u1ec9 n\u1eafm v\u1eefng l\u00fd thuy\u1ebft m\u00e0 c\u00f2n th\u1ea5y \u0111\u01b0\u1ee3c c\u00e1ch c\u00e1c nguy\u00ean l\u00fd marketing \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng th\u00e0nh c\u00f4ng trong th\u1ef1c ti\u1ec5n.<\/p>\n<h4 id=\"13tmnhhngnmarketingtoncu\"><strong>1.3. T\u1ea7m \u1ea3nh h\u01b0\u1edfng c\u1ee7a t\u00e1c ph\u1ea9m c\u1ee7a Philip Kotler \u0111\u1ebfn marketing to\u00e0n c\u1ea7u<\/strong><\/h4>\n<p>C\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a Philip Kotler \u0111\u01b0\u1ee3c d\u1ecbch ra h\u00e0ng ch\u1ee5c ng\u00f4n ng\u1eef v\u00e0 tr\u1edf th\u00e0nh s\u00e1ch g\u1ed1i \u0111\u1ea7u gi\u01b0\u1eddng cho nhi\u1ec1u th\u1ebf h\u1ec7 marketer, nh\u00e0 qu\u1ea3n l\u00fd v\u00e0 sinh vi\u00ean tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Nh\u1eefng cu\u1ed1n s\u00e1ch nh\u01b0 <strong>Nguy\u00ean l\u00fd marketing<\/strong> hay <strong>Qu\u1ea3n tr\u1ecb marketing<\/strong> \u0111\u00e3 tr\u1edf th\u00e0nh t\u00e0i li\u1ec7u gi\u1ea3ng d\u1ea1y ch\u00ednh th\u1ee9c t\u1ea1i nhi\u1ec1u tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc h\u00e0ng \u0111\u1ea7u, \u0111\u1ecbnh h\u00ecnh t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c cho h\u00e0ng tri\u1ec7u chuy\u00ean gia trong ng\u00e0nh. T\u1ea7m \u1ea3nh h\u01b0\u1edfng c\u1ee7a \u00f4ng l\u00e0 kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn, gi\u00fap marketing \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn l\u00e0 m\u1ed9t ch\u1ee9c n\u0103ng c\u1ed1t l\u00f5i trong m\u1ecdi t\u1ed5 ch\u1ee9c.<\/p>\n<h3 id=\"2top16schmarketingkinhincaphilipkotlerkhngthbl\"><strong>2. Top 15 s\u00e1ch marketing kinh \u0111i\u1ec3n c\u1ee7a Philip Kotler kh\u00f4ng th\u1ec3 b\u1ecf l\u1ee1<\/strong><\/h3>\n<h4 id=\"21nguynlmarketingprinciplesofmarketingphilipkotlervgaryarmstrong\"><strong>2.1. Nguy\u00ean l\u00fd marketing (Principles of Marketing) \u2013 Philip Kotler v\u00e0 Gary Armstrong<\/strong><\/h4>\n<p>\u0110\u00e2y l\u00e0 cu\u1ed1n s\u00e1ch nh\u1eadp m\u00f4n kinh \u0111i\u1ec3n v\u00e0 to\u00e0n di\u1ec7n nh\u1ea5t, \u0111\u01b0\u1ee3c xem l\u00e0 \u0111i\u1ec3m kh\u1edfi \u0111\u1ea7u l\u00fd t\u01b0\u1edfng cho b\u1ea5t k\u1ef3 ai mu\u1ed1n b\u01b0\u1edbc ch\u00e2n v\u00e0o l\u0129nh v\u1ef1c marketing. N\u1ed9i dung s\u00e1ch bao qu\u00e1t m\u1ed9t c\u00e1ch h\u1ec7 th\u1ed1ng t\u1ea5t c\u1ea3 c\u00e1c kh\u00eda c\u1ea1nh c\u01a1 b\u1ea3n, t\u1eeb vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, ph\u00e2n t\u00edch h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, \u0111\u1ebfn vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c marketing h\u1ed7n h\u1ee3p 4P (S\u1ea3n ph\u1ea9m &#8211; Gi\u00e1 &#8211; Ph\u00e2n ph\u1ed1i &#8211; X\u00fac ti\u1ebfn).<\/p>\n<p>V\u1edbi l\u1ed1i vi\u1ebft r\u00f5 r\u00e0ng, c\u00f9ng h\u00e0ng lo\u1ea1t v\u00ed d\u1ee5 minh h\u1ecda th\u1ef1c t\u1ebf v\u00e0 c\u00e1c m\u00f4 h\u00ecnh \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y tr\u1ef1c quan, <a href=\"https:\/\/tiki.vn\/nguyen-ly-marketing-p162834879.html\" target=\"_blank\" rel=\"noopener\">Nguy\u00ean l\u00fd marketing<\/a> gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc x\u00e2y d\u1ef1ng m\u1ed9t n\u1ec1n t\u1ea3ng ki\u1ebfn th\u1ee9c v\u1eefng ch\u1eafc. Cu\u1ed1n s\u00e1ch kh\u00f4ng ch\u1ec9 d\u00e0nh cho sinh vi\u00ean chuy\u00ean ng\u00e0nh m\u00e0 c\u00f2n h\u1eefu \u00edch cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m tr\u00e1i ng\u00e0nh ho\u1eb7c ch\u1ee7 doanh nghi\u1ec7p mu\u1ed1n t\u1ef1 m\u00ecnh h\u1ec7 th\u1ed1ng l\u1ea1i ki\u1ebfn th\u1ee9c marketing m\u1ed9t c\u00e1ch b\u00e0i b\u1ea3n.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\"><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"22quntrmarketingmarketingmanagementphilipkotlervkevinlanekeller\"><strong>2.2. Qu\u1ea3n tr\u1ecb marketing (Marketing Management) \u2013 Philip Kotler v\u00e0 Kevin Lane Keller<\/strong><\/h4>\n<p>S\u00e1ch <strong>Qu\u1ea3n tr\u1ecb marketing<\/strong> \u0111i s\u00e2u v\u00e0o g\u00f3c \u0111\u1ed9 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 qu\u1ea3n tr\u1ecb. T\u00e1c ph\u1ea9m n\u00e0y t\u1eadp trung v\u00e0o vi\u1ec7c l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 ho\u1ea1ch \u0111\u1ecbnh, th\u1ef1c thi v\u00e0 ki\u1ec3m so\u00e1t c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 trong m\u1ed9t t\u1ed5 ch\u1ee9c. S\u00e1ch tr\u00ecnh b\u00e0y c\u00e1c m\u00f4 h\u00ecnh ph\u00e2n t\u00edch chuy\u00ean s\u00e2u, t\u1eeb vi\u1ec7c x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, qu\u1ea3n l\u00fd danh m\u1ee5c s\u1ea3n ph\u1ea9m, \u0111\u1ebfn vi\u1ec7c thi\u1ebft k\u1ebf c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng t\u00edch h\u1ee3p.<\/p>\n<p>\u0110i\u1ec3m s\u00e1ng gi\u00e1 c\u1ee7a cu\u1ed1n s\u00e1ch l\u00e0 chi\u1ec1u s\u00e2u h\u1ecdc thu\u1eadt k\u1ebft h\u1ee3p v\u1edbi t\u00ednh \u1ee9ng d\u1ee5ng cao, cung c\u1ea5p cho c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd m\u1ed9t b\u1ed9 c\u00f4ng c\u1ee5 to\u00e0n di\u1ec7n \u0111\u1ec3 ra quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c. \u0110\u00e2y l\u00e0 t\u00e0i li\u1ec7u kh\u00f4ng th\u1ec3 thi\u1ebfu cho c\u00e1c Marketing Manager, Brand Manager, Gi\u00e1m \u0111\u1ed1c Marketing (CMO) v\u00e0 nh\u1eefng ai mong mu\u1ed1n ph\u00e1t tri\u1ec3n l\u00ean c\u00e1c v\u1ecb tr\u00ed l\u00e3nh \u0111\u1ea1o trong ng\u00e0nh.<\/p>\n<figure id=\"attachment_179098\" aria-describedby=\"caption-attachment-179098\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179098\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-2.jpg\" alt=\"S\u00e1ch cung c\u1ea5p c\u00f4ng c\u1ee5 ho\u1ea1ch \u0111\u1ecbnh, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qu\u1ea3n l\u00fd chi\u1ebfn d\u1ecbch\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179098\" class=\"wp-caption-text\">S\u00e1ch cung c\u1ea5p c\u00f4ng c\u1ee5 ho\u1ea1ch \u0111\u1ecbnh, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qu\u1ea3n l\u00fd chi\u1ebfn d\u1ecbch<\/figcaption><\/figure>\n<h4 id=\"23marketing40dchchuynttruynthngsangcngnghs\"><strong>2.3. Marketing 4.0: D\u1ecbch chuy\u1ec3n t\u1eeb truy\u1ec1n th\u1ed1ng sang c\u00f4ng ngh\u1ec7 s\u1ed1<\/strong><\/h4>\n<p><a href=\"https:\/\/tiki.vn\/tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-p194960733.html\" target=\"_blank\" rel=\"noopener\">Marketing 4.0<\/a> \u0111\u00e1nh d\u1ea5u m\u1ed9t b\u01b0\u1edbc chuy\u1ec3n m\u00ecnh quan tr\u1ecdng trong t\u01b0 duy c\u1ee7a Philip Kotler, t\u1eadp trung v\u00e0o s\u1ef1 t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00f4ng ngh\u1ec7 s\u1ed1 \u0111\u1ebfn h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb. Cu\u1ed1n s\u00e1ch ph\u00e2n t\u00edch s\u1ef1 d\u1ecbch chuy\u1ec3n quy\u1ec1n l\u1ef1c t\u1eeb doanh nghi\u1ec7p sang ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong k\u1ef7 nguy\u00ean k\u1ebft n\u1ed1i, n\u01a1i c\u00e1c c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t.<\/p>\n<p>T\u00e1c ph\u1ea9m gi\u1edbi thi\u1ec7u m\u00f4 h\u00ecnh 5A (Aware &#8211; Appeal &#8211; Ask &#8211; Act &#8211; Advocate) \u0111\u1ec3 m\u00f4 t\u1ea3 h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng m\u1edbi, t\u1eeb nh\u1eadn bi\u1ebft \u0111\u1ebfn \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u. S\u00e1ch cung c\u1ea5p nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c th\u1ef1c ti\u1ec5n \u0111\u1ec3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c k\u00eanh online v\u00e0 offline m\u1ed9t c\u00e1ch li\u1ec1n m\u1ea1ch, bi\u1ebfn kh\u00e1ch h\u00e0ng th\u00e0nh nh\u1eefng ng\u01b0\u1eddi truy\u1ec1n b\u00e1 trung th\u00e0nh. \u0110\u00e2y l\u00e0 cu\u1ed1n s\u00e1ch c\u1ea7n thi\u1ebft cho m\u1ecdi marketer \u0111ang ho\u1ea1t \u0111\u1ed9ng trong m\u00f4i tr\u01b0\u1eddng k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-p194960733.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/28\/34\/e0\/f45b7210e0c6104f7c516d5024fafc50.jpg\" alt=\"S\u00e1ch Ti\u1ebfp th\u1ecb 4.0 - D\u1ecbch chuy\u1ec3n t\u1eeb truy\u1ec1n th\u1ed1ng sang c\u00f4ng ngh\u1ec7 s\u1ed1\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Ti\u1ebfp th\u1ecb 4.0 - D\u1ecbch chuy\u1ec3n t\u1eeb truy\u1ec1n th\u1ed1ng sang c\u00f4ng ngh\u1ec7 s\u1ed1\">S\u00e1ch Ti\u1ebfp th\u1ecb 4.0 - D\u1ecbch chuy\u1ec3n t\u1eeb truy\u1ec1n th\u1ed1ng sang c\u00f4ng ngh\u1ec7 s\u1ed1<\/h4>\n                    <div class=\"product-info-price\">\n                        115.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"24marketing50cngnghchonhnloimarketing50technologyforhumanity\"><strong>2.4. Marketing 5.0: C\u00f4ng ngh\u1ec7 v\u1ecb nh\u00e2n sinh (Marketing 5.0: Technology for Humanity)<\/strong><\/h4>\n<p>L\u00e0 phi\u00ean b\u1ea3n k\u1ebf th\u1eeba v\u00e0 n\u00e2ng c\u1ea5p c\u1ee7a Marketing 4.0, <a href=\"https:\/\/tiki.vn\/tiep-thi-5-0-cong-nghe-vi-nhan-sinh-p129381098.html\" target=\"_blank\" rel=\"noopener\">Marketing 5.0<\/a> kh\u00e1m ph\u00e1 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa c\u00f4ng ngh\u1ec7 v\u00e0 y\u1ebfu t\u1ed1 con ng\u01b0\u1eddi \u0111\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb v\u01b0\u1ee3t tr\u1ed9i. Philip Kotler v\u00e0 c\u00e1c \u0111\u1ed3ng t\u00e1c gi\u1ea3 l\u1eadp lu\u1eadn r\u1eb1ng marketing trong t\u01b0\u01a1ng lai s\u1ebd d\u1ef1a tr\u00ean c\u00e1c c\u00f4ng ngh\u1ec7 m\u00f4 ph\u1ecfng con ng\u01b0\u1eddi nh\u01b0 Tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI), X\u1eed l\u00fd ng\u00f4n ng\u1eef t\u1ef1 nhi\u00ean (NLP), Internet v\u1ea1n v\u1eadt (IoT) \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng.<\/p>\n<p>Cu\u1ed1n s\u00e1ch gi\u1edbi thi\u1ec7u c\u00e1c kh\u00e1i ni\u1ec7m nh\u01b0 &#8220;Next Tech&#8221; (C\u00f4ng ngh\u1ec7 th\u1ebf h\u1ec7 m\u1edbi) v\u00e0 c\u00e1ch \u1ee9ng d\u1ee5ng v\u00e0o marketing d\u1ef1 \u0111o\u00e1n, marketing theo ng\u1eef c\u1ea3nh v\u00e0 marketing t\u0103ng c\u01b0\u1eddng. Tuy nhi\u00ean, s\u00e1ch c\u0169ng nh\u1ea5n m\u1ea1nh r\u1eb1ng c\u00f4ng ngh\u1ec7 ch\u1ec9 l\u00e0 c\u00f4ng c\u1ee5, m\u1ee5c \u0111\u00edch cu\u1ed1i c\u00f9ng v\u1eabn l\u00e0 ph\u1ee5c v\u1ee5 v\u00e0 n\u00e2ng cao gi\u00e1 tr\u1ecb cho nh\u00e2n lo\u1ea1i. \u0110\u00e2y l\u00e0 cu\u1ed1n s\u00e1ch mang t\u00ednh \u0111\u1ecbnh h\u01b0\u1edbng, d\u00e0nh cho c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o v\u00e0 chi\u1ebfn l\u01b0\u1ee3c gia mu\u1ed1n chu\u1ea9n b\u1ecb cho t\u01b0\u01a1ng lai c\u1ee7a marketing.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-tiep-thi-5-0-cong-nghe-vi-nhan-sinh-p129381098.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/8a\/9b\/2e\/78227a90089e080276831d7c80397a28.jpg\" alt=\"S\u00e1ch Ti\u1ebfp Th\u1ecb 5.0: C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/c2\/bc\/6d\/ff18cc8968e2bbb43f7ac58efbfafdff.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Ti\u1ebfp Th\u1ecb 5.0: C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh\">S\u00e1ch Ti\u1ebfp Th\u1ecb 5.0: C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh<\/h4>\n                    <div class=\"product-info-price\">\n                        84.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">120.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-30%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"25misailmchtngitrongtipthtendeadlymarketingsins\"><strong>2.5. M\u01b0\u1eddi sai l\u1ea7m ch\u1ebft ng\u01b0\u1eddi trong ti\u1ebfp th\u1ecb (Ten Deadly Marketing Sins)<\/strong><\/h4>\n<p><a href=\"https:\/\/tiki.vn\/muoi-sai-lam-chet-nguoi-trong-tiep-thi-cac-dau-hieu-va-giai-phap-p195707810.html\" target=\"_blank\" rel=\"noopener\">M\u01b0\u1eddi sai l\u1ea7m ch\u1ebft ng\u01b0\u1eddi trong ti\u1ebfp th\u1ecb<\/a> l\u00e0 m\u1ed9t cu\u1ed1n s\u00e1ch ng\u1eafn g\u1ecdn, s\u00fac t\u00edch v\u00e0 mang t\u00ednh th\u1ef1c ti\u1ec5n cao, ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t &#8220;b\u1ea3n ch\u1ea9n \u0111o\u00e1n s\u1ee9c kh\u1ecfe&#8221; cho ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a doanh nghi\u1ec7p. Philip Kotler \u0111\u00e3 t\u1ed5ng h\u1ee3p 10 sai l\u1ea7m ph\u1ed5 bi\u1ebfn nh\u1ea5t m\u00e0 c\u00e1c c\u00f4ng ty th\u01b0\u1eddng m\u1eafc ph\u1ea3i, t\u1eeb vi\u1ec7c kh\u00f4ng t\u1eadp trung v\u00e0o th\u1ecb tr\u01b0\u1eddng, kh\u00f4ng th\u1ea5u hi\u1ec3u kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, cho \u0111\u1ebfn vi\u1ec7c y\u1ebfu k\u00e9m trong x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u00e0 qu\u1ea3n l\u00fd \u0111\u1ed9i ng\u0169.<\/p>\n<p>M\u1ed7i sai l\u1ea7m \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch c\u1eb7n k\u1ebd v\u1ec1 nguy\u00ean nh\u00e2n v\u00e0 h\u1eadu qu\u1ea3, \u0111i k\u00e8m v\u1edbi \u0111\u00f3 l\u00e0 nh\u1eefng gi\u1ea3i ph\u00e1p c\u1ee5 th\u1ec3 \u0111\u1ec3 kh\u1eafc ph\u1ee5c. V\u1edbi v\u0103n phong th\u1eb3ng th\u1eafn v\u00e0 \u0111i th\u1eb3ng v\u00e0o v\u1ea5n \u0111\u1ec1, cu\u1ed1n s\u00e1ch gi\u00fap c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd nhanh ch\u00f3ng nh\u1eadn di\u1ec7n nh\u1eefng \u0111i\u1ec3m y\u1ebfu trong chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u00ecnh v\u00e0 \u0111\u01b0a ra h\u00e0nh \u0111\u1ed9ng c\u1ea3i thi\u1ec7n k\u1ecbp th\u1eddi. \u0110\u00e2y l\u00e0 c\u1ea9m nang h\u1eefu \u00edch cho c\u00e1c CEO v\u00e0 tr\u01b0\u1edfng ph\u00f2ng marketing.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/muoi-sai-lam-chet-nguoi-trong-tiep-thi-cac-dau-hieu-va-giai-phap-p195707810.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/09\/b6\/03\/8362cc6a8b19569d59e00603137316c9.jpg\" alt=\"M\u01b0\u1eddi Sai L\u1ea7m Ch\u1ebft Ng\u01b0\u1eddi Trong Ti\u1ebfp Th\u1ecb - C\u00e1c D\u1ea5u Hi\u1ec7u V\u00e0 Gi\u1ea3i Ph\u00e1p\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"M\u01b0\u1eddi Sai L\u1ea7m Ch\u1ebft Ng\u01b0\u1eddi Trong Ti\u1ebfp Th\u1ecb - C\u00e1c D\u1ea5u Hi\u1ec7u V\u00e0 Gi\u1ea3i Ph\u00e1p\">M\u01b0\u1eddi Sai L\u1ea7m Ch\u1ebft Ng\u01b0\u1eddi Trong Ti\u1ebfp Th\u1ecb - C\u00e1c D\u1ea5u Hi\u1ec7u V\u00e0 Gi\u1ea3i Ph\u00e1p<\/h4>\n                    <div class=\"product-info-price\">\n                        55.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"26tipthphcchlateralmarketing\"><strong>2.6. Ti\u1ebfp th\u1ecb ph\u00e1 c\u00e1ch (Lateral Marketing)<\/strong><\/h4>\n<p>Trong cu\u1ed1n s\u00e1ch n\u00e0y, <strong>Philip Kotler<\/strong> v\u00e0 <strong>Fernando Tr\u00edas de Bes<\/strong> gi\u1edbi thi\u1ec7u m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p t\u01b0 duy s\u00e1ng t\u1ea1o nh\u1eb1m t\u1ea1o ra nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u1ed9t ph\u00e1, v\u01b0\u1ee3t ra ngo\u00e0i l\u1ed1i m\u00f2n c\u1ee7a th\u1ecb tr\u01b0\u1eddng hi\u1ec7n t\u1ea1i. &#8220;Ti\u1ebfp th\u1ecb ph\u00e1 c\u00e1ch&#8221; \u0111\u1ed1i l\u1eadp v\u1edbi &#8220;ti\u1ebfp th\u1ecb truy\u1ec1n th\u1ed1ng&#8221; (vertical marketing) v\u1ed1n ch\u1ec9 t\u1eadp trung c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m trong m\u1ed9t danh m\u1ee5c c\u00f3 s\u1eb5n. Thay v\u00e0o \u0111\u00f3, ph\u01b0\u01a1ng ph\u00e1p n\u00e0y khuy\u1ebfn kh\u00edch vi\u1ec7c t\u1ea1o ra nh\u1eefng nhu c\u1ea7u m\u1edbi, nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1edbi b\u1eb1ng c\u00e1ch thay \u0111\u1ed5i m\u1ed9t ho\u1eb7c nhi\u1ec1u y\u1ebfu t\u1ed1 c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5.<\/p>\n<p><a href=\"https:\/\/tiki.vn\/sach-tiep-thi-pha-cach-tai-ban-2018-p1821963.html\" target=\"_blank\" rel=\"noopener\">Ti\u1ebfp th\u1ecb ph\u00e1 c\u00e1ch<\/a> cung c\u1ea5p m\u1ed9t quy tr\u00ecnh s\u00e1ng t\u1ea1o c\u00f3 h\u1ec7 th\u1ed1ng, gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc tho\u00e1t kh\u1ecfi nh\u1eefng khu\u00f4n m\u1eabu t\u01b0 duy c\u1ed1 h\u1eefu \u0111\u1ec3 t\u00ecm ki\u1ebfm nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u1ed9c \u0111\u00e1o. \u0110\u00e2y l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u qu\u00fd gi\u00e1 cho c\u00e1c chuy\u00ean gia ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, R&amp;D, v\u00e0 nh\u1eefng marketer \u0111ang t\u00ecm ki\u1ebfm s\u1ef1 kh\u00e1c bi\u1ec7t h\u00f3a th\u1ef1c s\u1ef1 cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-tiep-thi-pha-cach-tai-ban-2018-p1821963.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/e7\/55\/2d\/d9758eccefea5ae8b1182a23c58cf0c9.jpg\" alt=\"S\u00e1ch Ti\u1ebfp Th\u1ecb Ph\u00e1 C\u00e1ch (T\u00e1i B\u1ea3n 2018)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/c2\/bc\/6d\/ff18cc8968e2bbb43f7ac58efbfafdff.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Ti\u1ebfp Th\u1ecb Ph\u00e1 C\u00e1ch (T\u00e1i B\u1ea3n 2018)\">S\u00e1ch Ti\u1ebfp Th\u1ecb Ph\u00e1 C\u00e1ch (T\u00e1i B\u1ea3n 2018)<\/h4>\n                    <div class=\"product-info-price\">\n                        52.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">75.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-31%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"27marketingcnbnmarketinganintroduction\"><strong>2.7. Marketing c\u0103n b\u1ea3n (Marketing: An Introduction)<\/strong><\/h4>\n<p>T\u01b0\u01a1ng t\u1ef1 nh\u01b0 <strong>Nguy\u00ean l\u00fd marketing<\/strong>, cu\u1ed1n <a href=\"https:\/\/tiki.vn\/marketing-can-ban-tai-ban-p175700773.html\" target=\"_blank\" rel=\"noopener\">Marketing c\u0103n b\u1ea3n<\/a> c\u0169ng l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u nh\u1eadp m\u00f4n nh\u01b0ng \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y v\u1edbi v\u0103n phong c\u00f4 \u0111\u1ecdng v\u00e0 t\u1eadp trung h\u01a1n v\u00e0o nh\u1eefng kh\u00e1i ni\u1ec7m c\u1ed1t l\u00f5i. S\u00e1ch l\u00e0 l\u1ef1a ch\u1ecdn ph\u00f9 h\u1ee3p cho nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o ng\u1eafn h\u1ea1n ho\u1eb7c cho nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng c\u00f3 nhi\u1ec1u th\u1eddi gian nh\u01b0ng v\u1eabn mu\u1ed1n n\u1eafm b\u1eaft b\u1ee9c tranh to\u00e0n c\u1ea3nh v\u1ec1 marketing.<\/p>\n<p>N\u1ed9i dung s\u00e1ch v\u1eabn xoay quanh c\u00e1c nguy\u00ean t\u1eafc n\u1ec1n t\u1ea3ng nh\u01b0 ph\u00e2n t\u00edch m\u00f4i tr\u01b0\u1eddng marketing, h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c 4P. M\u1eb7c d\u00f9 kh\u00f4ng \u0111i v\u00e0o chi\u1ec1u s\u00e2u nh\u01b0 &#8220;\u0111\u00e0n anh&#8221; <strong>Nguy\u00ean l\u00fd marketing<\/strong>, cu\u1ed1n s\u00e1ch n\u00e0y v\u1eabn \u0111\u1ea3m b\u1ea3o cung c\u1ea5p \u0111\u1ea7y \u0111\u1ee7 ki\u1ebfn th\u1ee9c c\u1ea7n thi\u1ebft \u0111\u1ec3 ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u c\u00f3 th\u1ec3 hi\u1ec3u v\u00e0 \u00e1p d\u1ee5ng v\u00e0o c\u00f4ng vi\u1ec7c.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-marketing-can-ban-tai-ban-p175700773.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/c3\/5c\/72\/aa9f3ab0519b0b24251e62ede6a7e924.jpg\" alt=\"S\u00e1ch Marketing C\u0103n B\u1ea3n (T\u00e1i b\u1ea3n)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/c2\/bc\/6d\/ff18cc8968e2bbb43f7ac58efbfafdff.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Marketing C\u0103n B\u1ea3n (T\u00e1i b\u1ea3n)\">S\u00e1ch Marketing C\u0103n B\u1ea3n (T\u00e1i b\u1ea3n)<\/h4>\n                    <div class=\"product-info-price\">\n                        154.400 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">229.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-33%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"28kotlerbnvtipthkotleronmarketing\"><strong>2.8. Kotler b\u00e0n v\u1ec1 ti\u1ebfp th\u1ecb (Kotler on Marketing)<\/strong><\/h4>\n<p>Cu\u1ed1n s\u00e1ch n\u00e0y \u0111\u01b0\u1ee3c v\u00ed nh\u01b0 m\u1ed9t cu\u1ed9c \u0111\u1ed1i tho\u1ea1i tr\u1ef1c ti\u1ebfp v\u1edbi Philip Kotler, n\u01a1i \u00f4ng chia s\u1ebb nh\u1eefng quan \u0111i\u1ec3m, tri\u1ebft l\u00fd v\u00e0 kinh nghi\u1ec7m \u0111\u00fac k\u1ebft trong su\u1ed1t s\u1ef1 nghi\u1ec7p c\u1ee7a m\u00ecnh. Thay v\u00ec tr\u00ecnh b\u00e0y theo c\u1ea5u tr\u00fac gi\u00e1o tr\u00ecnh, <strong>Kotler b\u00e0n v\u1ec1 ti\u1ebfp th\u1ecb<\/strong> t\u1eadp h\u1ee3p nh\u1eefng b\u00e0i vi\u1ebft, b\u00e0i gi\u1ea3ng v\u00e0 c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a \u00f4ng v\u1ec1 c\u00e1c ch\u1ee7 \u0111\u1ec1 n\u00f3ng h\u1ed5i trong marketing, t\u1eeb chi\u1ebfn l\u01b0\u1ee3c, chi\u1ebfn thu\u1eadt \u0111\u1ebfn t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh.<\/p>\n<p>S\u00e1ch mang \u0111\u1ebfn m\u1ed9t g\u00f3c nh\u00ecn t\u1ed5ng h\u1ee3p v\u00e0 s\u00e2u s\u1eafc v\u1ec1 t\u01b0 duy c\u1ee7a m\u1ed9t b\u1eadc th\u1ea7y, gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc kh\u00f4ng ch\u1ec9 h\u1ecdc v\u1ec1 &#8220;c\u00e1ch l\u00e0m&#8221; m\u00e0 c\u00f2n hi\u1ec3u v\u1ec1 &#8220;t\u1ea1i sao&#8221;. \u0110\u00e2y l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m truy\u1ec1n c\u1ea3m h\u1ee9ng, ph\u00f9 h\u1ee3p v\u1edbi nh\u1eefng marketer \u0111\u00e3 c\u00f3 kinh nghi\u1ec7m v\u00e0 mu\u1ed1n n\u00e2ng cao t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u00ecnh.<\/p>\n<figure id=\"attachment_179099\" aria-describedby=\"caption-attachment-179099\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179099\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-3.jpg\" alt=\"S\u00e1ch chia s\u1ebb tri\u1ebft l\u00fd, kinh nghi\u1ec7m v\u00e0 g\u00f3c nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c, t\u01b0 duy v\u00e0 t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh marketing\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179099\" class=\"wp-caption-text\">S\u00e1ch chia s\u1ebb tri\u1ebft l\u00fd, kinh nghi\u1ec7m v\u00e0 g\u00f3c nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c, t\u01b0 duy v\u00e0 t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh marketing<\/figcaption><\/figure>\n<h4 id=\"29thuhiutipthtanzmarketinginsightsfromatoz\"><strong>2.9. Th\u1ea5u hi\u1ec3u ti\u1ebfp th\u1ecb t\u1eeb A \u0111\u1ebfn Z (Marketing Insights from A to Z)<\/strong><\/h4>\n<p>V\u1edbi c\u1ea5u tr\u00fac \u0111\u1ed9c \u0111\u00e1o g\u1ed3m 80 kh\u00e1i ni\u1ec7m marketing quan tr\u1ecdng \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp theo th\u1ee9 t\u1ef1 b\u1ea3ng ch\u1eef c\u00e1i, cu\u1ed1n s\u00e1ch n\u00e0y ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t cu\u1ed1n t\u1eeb \u0111i\u1ec3n gi\u1ea3i ngh\u0129a cao c\u1ea5p. M\u1ed7i kh\u00e1i ni\u1ec7m, t\u1eeb &#8220;Advertising&#8221; (Qu\u1ea3ng c\u00e1o), &#8220;Branding&#8221; (X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u) \u0111\u1ebfn &#8220;Customer Relationship Management&#8221; (Qu\u1ea3n tr\u1ecb quan h\u1ec7 kh\u00e1ch h\u00e0ng), \u0111\u1ec1u \u0111\u01b0\u1ee3c Philip Kotler \u0111\u1ecbnh ngh\u0129a v\u00e0 ph\u00e2n t\u00edch m\u1ed9t c\u00e1ch ng\u1eafn g\u1ecdn, s\u00fac t\u00edch nh\u01b0ng \u0111\u1ea7y \u0111\u1ee7 \u00fd ngh\u0129a.<\/p>\n<p><a href=\"https:\/\/tiki.vn\/thau-hieu-tiep-thi-tu-a-den-z-80-khai-niem-nha-quan-ly-can-biet-tai-ban-2020-p50322156.html\" target=\"_blank\" rel=\"noopener\">Th\u1ea5u hi\u1ec3u ti\u1ebfp th\u1ecb t\u1eeb A \u0111\u1ebfn Z<\/a> kh\u00f4ng ph\u1ea3i l\u00e0 cu\u1ed1n s\u00e1ch \u0111\u1ec3 \u0111\u1ecdc m\u1ed9t m\u1ea1ch t\u1eeb \u0111\u1ea7u \u0111\u1ebfn cu\u1ed1i, m\u00e0 l\u00e0 m\u1ed9t t\u00e0i li\u1ec7u tham kh\u1ea3o nhanh ch\u00f3ng v\u00e0 h\u1eefu \u00edch khi b\u1ea1n c\u1ea7n l\u00e0m r\u00f5 m\u1ed9t thu\u1eadt ng\u1eef ho\u1eb7c t\u00ecm ki\u1ebfm \u00fd t\u01b0\u1edfng. T\u00e1c ph\u1ea9m \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p cho c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd b\u1eadn r\u1ed9n v\u00e0 nh\u1eefng ai mu\u1ed1n c\u1ee7ng c\u1ed1 l\u1ea1i ki\u1ebfn th\u1ee9c c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch nhanh ch\u00f3ng.<\/p>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay v\u1edbi m\u1ee9c gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-thau-hieu-tiep-thi-tu-a-den-z-80-khai-niem-nha-quan-ly-can-biet-tai-ban-2020-p50322156.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/cc\/19\/36\/6205270d5e39c36c0b53eafdda916db1.jpeg\" alt=\"S\u00e1ch Th\u1ea5u Hi\u1ec3u Ti\u1ebfp Th\u1ecb T\u1eeb A \u0110\u1ebfn Z - 80 Kh\u00e1i Ni\u1ec7m Nh\u00e0 Qu\u1ea3n L\u00fd C\u1ea7n Bi\u1ebft (T\u00e1i B\u1ea3n 2020)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/12\/e2\/4a\/c5226426ee9429b0050449ae5403c9cf.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Th\u1ea5u Hi\u1ec3u Ti\u1ebfp Th\u1ecb T\u1eeb A \u0110\u1ebfn Z - 80 Kh\u00e1i Ni\u1ec7m Nh\u00e0 Qu\u1ea3n L\u00fd C\u1ea7n Bi\u1ebft (T\u00e1i B\u1ea3n 2020)\">S\u00e1ch Th\u1ea5u Hi\u1ec3u Ti\u1ebfp Th\u1ecb T\u1eeb A \u0110\u1ebfn Z - 80 Kh\u00e1i Ni\u1ec7m Nh\u00e0 Qu\u1ea3n L\u00fd C\u1ea7n Bi\u1ebft (T\u00e1i B\u1ea3n 2020)<\/h4>\n                    <div class=\"product-info-price\">\n                        81.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">115.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-30%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                \n            <\/div>\n        <\/div>\n<h4 id=\"210tipth30marketing30\"><strong>2.10. Ti\u1ebfp th\u1ecb 3.0 (Marketing 3.0)<\/strong><\/h4>\n<p>Tr\u01b0\u1edbc khi c\u00f3 Marketing 4.0 v\u00e0 5.0, <strong>Ti\u1ebfp th\u1ecb 3.0<\/strong> \u0111\u00e3 \u0111\u1eb7t n\u1ec1n m\u00f3ng cho t\u01b0 duy marketing h\u01b0\u1edbng \u0111\u1ebfn gi\u00e1 tr\u1ecb v\u00e0 con ng\u01b0\u1eddi. Cu\u1ed1n s\u00e1ch l\u1eadp lu\u1eadn r\u1eb1ng marketing \u0111\u00e3 ti\u1ebfn h\u00f3a t\u1eeb t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m (1.0), \u0111\u1ebfn t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng (2.0), v\u00e0 nay l\u00e0 giai \u0111o\u1ea1n t\u1eadp trung v\u00e0o gi\u00e1 tr\u1ecb nh\u00e2n v\u0103n (3.0). Trong k\u1ef7 nguy\u00ean n\u00e0y, ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng ch\u1ec9 mua s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n t\u00ecm ki\u1ebfm nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 s\u1ee9 m\u1ec7nh, t\u1ea7m nh\u00ecn v\u00e0 \u0111\u00f3ng g\u00f3p t\u00edch c\u1ef1c cho x\u00e3 h\u1ed9i.<\/p>\n<p>S\u00e1ch khuy\u1ebfn kh\u00edch c\u00e1c doanh nghi\u1ec7p x\u00e2y d\u1ef1ng m\u1ed9t m\u00f4 h\u00ecnh kinh doanh b\u1ec1n v\u1eefng, k\u1ebft h\u1ee3p gi\u1eefa l\u1ee3i nhu\u1eadn, con ng\u01b0\u1eddi v\u00e0 h\u00e0nh tinh. \u0110\u00e2y l\u00e0 m\u1ed9t t\u00e1c ph\u1ea9m mang t\u00ednh tri\u1ebft l\u00fd s\u00e2u s\u1eafc, gi\u00fap c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o \u0111\u1ecbnh h\u00ecnh l\u1ea1i vai tr\u00f2 v\u00e0 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u00ecnh.<\/p>\n<figure id=\"attachment_179100\" aria-describedby=\"caption-attachment-179100\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179100\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-4.jpg\" alt=\"S\u00e1ch nh\u1ea5n m\u1ea1nh gi\u00e1 tr\u1ecb nh\u00e2n v\u0103n v\u00e0 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n \u0111\u1ea1i\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179100\" class=\"wp-caption-text\">S\u00e1ch nh\u1ea5n m\u1ea1nh gi\u00e1 tr\u1ecb nh\u00e2n v\u0103n v\u00e0 tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i trong chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n \u0111\u1ea1i<\/figcaption><\/figure>\n<h4 id=\"211chinlcmarketingdnumarketyourwaytogrowth\"><strong>2.11. Market Your Way to Growth<\/strong><\/h4>\n<p>Trong b\u1ed1i c\u1ea3nh kinh t\u1ebf \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng, cu\u1ed1n s\u00e1ch n\u00e0y cung c\u1ea5p 8 con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng m\u00e0 c\u00e1c doanh nghi\u1ec7p c\u00f3 th\u1ec3 theo \u0111u\u1ed5i \u0111\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n. Philip Kotler v\u00e0 Milton Kotler ph\u00e2n t\u00edch c\u00e1c chi\u1ebfn l\u01b0\u1ee3c t\u1eeb c\u01a1 b\u1ea3n nh\u01b0 t\u0103ng th\u1ecb ph\u1ea7n, ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng m\u1edbi, cho \u0111\u1ebfn nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed9t ph\u00e1 h\u01a1n nh\u01b0 \u0111\u1ed5i m\u1edbi m\u00f4 h\u00ecnh kinh doanh, m\u1edf r\u1ed9ng to\u00e0n c\u1ea7u v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i.<\/p>\n<p>Cu\u1ed1n s\u00e1ch mang \u0111\u1ebfn m\u1ed9t c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u00e0 th\u1ef1c ti\u1ec5n v\u1ec1 c\u00e1c ph\u01b0\u01a1ng \u00e1n chi\u1ebfn l\u01b0\u1ee3c, gi\u00fap c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o c\u00f3 c\u01a1 s\u1edf \u0111\u1ec3 l\u1ef1a ch\u1ecdn h\u01b0\u1edbng \u0111i ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi ngu\u1ed3n l\u1ef1c v\u00e0 b\u1ed1i c\u1ea3nh c\u1ee7a c\u00f4ng ty. \u0110\u00e2y l\u00e0 c\u1ea9m nang c\u1ea7n thi\u1ebft cho c\u00e1c CEO, gi\u00e1m \u0111\u1ed1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ch\u1ee7 doanh nghi\u1ec7p \u0111ang t\u00ecm ki\u1ebfm \u0111\u1ed9ng l\u1ef1c t\u0103ng tr\u01b0\u1edfng m\u1edbi.<\/p>\n<figure id=\"attachment_179101\" aria-describedby=\"caption-attachment-179101\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179101\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-5.jpg\" alt=\"S\u00e1ch gi\u1edbi thi\u1ec7u 8 chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n v\u00e0 \u0111\u1ed5i m\u1edbi m\u00f4 h\u00ecnh\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179101\" class=\"wp-caption-text\">S\u00e1ch gi\u1edbi thi\u1ec7u 8 chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng gi\u00fap doanh nghi\u1ec7p m\u1edf r\u1ed9ng th\u1ecb ph\u1ea7n v\u00e0 \u0111\u1ed5i m\u1edbi m\u00f4 h\u00ecnh<\/figcaption><\/figure>\n<h4 id=\"212bnvtrchnhimxhicadoanhnghipcorporatesocialresponsibility\"><strong>2.12. Corporate Social Responsibility<\/strong><\/h4>\n<p>Cu\u1ed1n s\u00e1ch n\u00e0y \u0111i s\u00e2u v\u00e0o m\u1ed9t ch\u1ee7 \u0111\u1ec1 ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan tr\u1ecdng: vai tr\u00f2 v\u00e0 ngh\u0129a v\u1ee5 c\u1ee7a doanh nghi\u1ec7p \u0111\u1ed1i v\u1edbi c\u1ed9ng \u0111\u1ed3ng v\u00e0 x\u00e3 h\u1ed9i. Philip Kotler v\u00e0 Nancy Lee tr\u00ecnh b\u00e0y c\u00e1c h\u00ecnh th\u1ee9c th\u1ef1c hi\u1ec7n tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i (CSR) kh\u00e1c nhau, t\u1eeb c\u00e1c ho\u1ea1t \u0111\u1ed9ng t\u1eeb thi\u1ec7n, ti\u1ebfp th\u1ecb v\u00ec m\u1ee5c \u0111\u00edch cao c\u1ea3, \u0111\u1ebfn vi\u1ec7c t\u00edch h\u1ee3p c\u00e1c gi\u00e1 tr\u1ecb b\u1ec1n v\u1eefng v\u00e0o ho\u1ea1t \u0111\u1ed9ng c\u1ed1t l\u00f5i c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p>S\u00e1ch kh\u00f4ng ch\u1ec9 ph\u00e2n t\u00edch l\u1ee3i \u00edch c\u1ee7a CSR \u0111\u1ed1i v\u1edbi h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ef1 g\u1eafn k\u1ebft c\u1ee7a kh\u00e1ch h\u00e0ng, m\u00e0 c\u00f2n cung c\u1ea5p m\u1ed9t l\u1ed9 tr\u00ecnh chi ti\u1ebft \u0111\u1ec3 c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng v\u00e0 tri\u1ec3n khai m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh CSR hi\u1ec7u qu\u1ea3. \u0110\u00e2y l\u00e0 t\u00e0i li\u1ec7u quan tr\u1ecdng cho c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd, chuy\u00ean gia truy\u1ec1n th\u00f4ng v\u00e0 nh\u1eefng ai quan t\u00e2m \u0111\u1ebfn ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng.<\/p>\n<figure id=\"attachment_179102\" aria-describedby=\"caption-attachment-179102\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179102\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-6.jpg\" alt=\"Cu\u1ed1n s\u00e1ch h\u01b0\u1edbng d\u1eabn doanh nghi\u1ec7p k\u1ebft h\u1ee3p l\u1ee3i \u00edch x\u00e3 h\u1ed9i v\u1edbi ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179102\" class=\"wp-caption-text\">Cu\u1ed1n s\u00e1ch h\u01b0\u1edbng d\u1eabn doanh nghi\u1ec7p k\u1ebft h\u1ee3p l\u1ee3i \u00edch x\u00e3 h\u1ed9i v\u1edbi ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng<\/figcaption><\/figure>\n<h4 id=\"213marketingtrongkhuvccngmarketinginthepublicsector\"><strong>2.13. Marketing in the Public Sector<\/strong><\/h4>\n<p>Philip Kotler v\u00e0 Nancy Lee \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng c\u00e1c nguy\u00ean t\u1eafc marketing kh\u00f4ng ch\u1ec9 d\u00e0nh cho doanh nghi\u1ec7p t\u01b0 nh\u00e2n m\u00e0 c\u00f2n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng hi\u1ec7u qu\u1ea3 trong c\u00e1c t\u1ed5 ch\u1ee9c c\u00f4ng, c\u01a1 quan ch\u00ednh ph\u1ee7 v\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn. Cu\u1ed1n s\u00e1ch h\u01b0\u1edbng d\u1eabn c\u00e1ch s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 marketing \u0111\u1ec3 th\u00fac \u0111\u1ea9y c\u00e1c h\u00e0nh vi x\u00e3 h\u1ed9i t\u00edch c\u1ef1c, ch\u1eb3ng h\u1ea1n nh\u01b0 b\u1ea3o v\u1ec7 m\u00f4i tr\u01b0\u1eddng, an to\u00e0n giao th\u00f4ng hay ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u1ed9ng \u0111\u1ed3ng.<\/p>\n<p>S\u00e1ch cung c\u1ea5p m\u1ed9t khu\u00f4n kh\u1ed5 \u0111\u1ec3 c\u00e1c t\u1ed5 ch\u1ee9c c\u00f4ng c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh &#8220;kh\u00e1ch h\u00e0ng&#8221; (c\u00f4ng d\u00e2n), ph\u00e1t tri\u1ec3n c\u00e1c &#8220;s\u1ea3n ph\u1ea9m&#8221; (ch\u00ednh s\u00e1ch, d\u1ecbch v\u1ee5 c\u00f4ng) v\u00e0 truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3 \u0111\u1ec3 t\u1ea1o ra s\u1ef1 thay \u0111\u1ed5i t\u00edch c\u1ef1c. \u0110\u00e2y l\u00e0 m\u1ed9t ngu\u1ed3n t\u00e0i li\u1ec7u \u0111\u1ed9c \u0111\u00e1o v\u00e0 c\u1ea7n thi\u1ebft cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m vi\u1ec7c trong khu v\u1ef1c c\u00f4ng.<\/p>\n<figure id=\"attachment_179103\" aria-describedby=\"caption-attachment-179103\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179103\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-7.jpg\" alt=\"S\u00e1ch h\u01b0\u1edbng d\u1eabn c\u00e1ch \u00e1p d\u1ee5ng marketing v\u00e0o khu v\u1ef1c c\u00f4ng \u0111\u1ec3 t\u1ea1o thay \u0111\u1ed5i x\u00e3 h\u1ed9i t\u00edch c\u1ef1c\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179103\" class=\"wp-caption-text\">S\u00e1ch h\u01b0\u1edbng d\u1eabn c\u00e1ch \u00e1p d\u1ee5ng marketing v\u00e0o khu v\u1ef1c c\u00f4ng \u0111\u1ec3 t\u1ea1o thay \u0111\u1ed5i x\u00e3 h\u1ed9i t\u00edch c\u1ef1c<\/figcaption><\/figure>\n<h4 id=\"215chaoticsquntrvmarketingtrongknguynhnlon\"><strong>2.14. Chaotics: The Business of Managing and Marketing in the Age of Turbulence<\/strong><\/h4>\n<p>\u0110\u1ed1i m\u1eb7t v\u1edbi m\u1ed9t th\u1ebf gi\u1edbi \u0111\u1ea7y bi\u1ebfn \u0111\u1ed9ng v\u00e0 kh\u1ee7ng ho\u1ea3ng kinh t\u1ebf, <strong>Philip Kotler<\/strong> v\u00e0 <strong>John A. Caslione<\/strong> \u0111\u00e3 vi\u1ebft <strong>Chaotics<\/strong> \u0111\u1ec3 cung c\u1ea5p m\u1ed9t h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb linh ho\u1ea1t gi\u00fap doanh nghi\u1ec7p \u0111\u1ed1i ph\u00f3 v\u1edbi s\u1ef1 b\u1ea5t \u1ed5n. Cu\u1ed1n s\u00e1ch \u0111\u01b0a ra m\u1ed9t khu\u00f4n kh\u1ed5 \u0111\u1ec3 c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng kh\u1ea3 n\u0103ng ph\u1ee5c h\u1ed3i, d\u1ef1 b\u00e1o c\u00e1c k\u1ecbch b\u1ea3n v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh nhanh ch\u00f3ng trong nh\u1eefng th\u1eddi k\u1ef3 h\u1ed7n lo\u1ea1n.<\/p>\n<p>S\u00e1ch nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c theo d\u00f5i c\u00e1c d\u1ea5u hi\u1ec7u s\u1edbm, ph\u00e2n b\u1ed5 l\u1ea1i ngu\u1ed3n l\u1ef1c marketing v\u00e0 c\u1ee7ng c\u1ed1 m\u1ed1i quan h\u1ec7 v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng c\u1ed1t l\u00f5i. \u0110\u00e2y l\u00e0 m\u1ed9t c\u1ea9m nang sinh t\u1ed3n thi\u1ebft th\u1ef1c cho c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p trong m\u1ecdi ng\u00e0nh ngh\u1ec1.<\/p>\n<figure id=\"attachment_179104\" aria-describedby=\"caption-attachment-179104\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179104\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-8.jpg\" alt=\"Cu\u1ed1n s\u00e1ch gi\u1edbi thi\u1ec7u h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb gi\u00fap doanh nghi\u1ec7p \u1ee9ng ph\u00f3 v\u00e0 th\u00edch nghi trong th\u1eddi k\u1ef3 bi\u1ebfn \u0111\u1ed9ng\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179104\" class=\"wp-caption-text\">Cu\u1ed1n s\u00e1ch gi\u1edbi thi\u1ec7u h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb gi\u00fap doanh nghi\u1ec7p \u1ee9ng ph\u00f3 v\u00e0 th\u00edch nghi trong th\u1eddi k\u1ef3 bi\u1ebfn \u0111\u1ed9ng<\/figcaption><\/figure>\n<h4 id=\"216brandactivismfrompurposetoaction\"><strong>2.15. Brand Activism: From Purpose to Action<\/strong><\/h4>\n<p>\u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng t\u00e1c ph\u1ea9m m\u1edbi h\u01a1n c\u1ee7a Philip Kotler, ph\u1ea3n \u00e1nh xu h\u01b0\u1edbng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng tham gia s\u00e2u h\u01a1n v\u00e0o c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i, ch\u00ednh tr\u1ecb v\u00e0 m\u00f4i tr\u01b0\u1eddng. Cu\u1ed1n s\u00e1ch \u0111\u1ecbnh ngh\u0129a &#8220;Brand Activism&#8221; l\u00e0 vi\u1ec7c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ch\u1ee7 \u0111\u1ed9ng \u0111\u1ee9ng v\u1ec1 m\u1ed9t ph\u00eda trong c\u00e1c v\u1ea5n \u0111\u1ec1 g\u00e2y tranh c\u00e3i \u0111\u1ec3 th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a m\u00ecnh.<\/p>\n<p>Kotler v\u00e0 Sarkar ph\u00e2n t\u00edch c\u00e1c lo\u1ea1i h\u00ecnh ho\u1ea1t \u0111\u1ed9ng kh\u00e1c nhau, t\u1eeb x\u00e3 h\u1ed9i, ph\u00e1p l\u00fd \u0111\u1ebfn kinh doanh, v\u00e0 \u0111\u01b0a ra l\u1eddi khuy\u00ean v\u1ec1 c\u00e1ch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 tham gia m\u1ed9t c\u00e1ch ch\u00e2n th\u1ef1c v\u00e0 hi\u1ec7u qu\u1ea3, tr\u00e1nh b\u1ecb xem l\u00e0 c\u01a1 h\u1ed9i. Cu\u1ed1n s\u00e1ch n\u00e0y d\u00e0nh cho c\u00e1c nh\u00e0 l\u00e3nh \u0111\u1ea1o th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n \u0111\u1ea1i, nh\u1eefng ng\u01b0\u1eddi hi\u1ec3u r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y nay mong \u0111\u1ee3i c\u00e1c c\u00f4ng ty kh\u00f4ng ch\u1ec9 b\u00e1n s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n ph\u1ea3i c\u00f3 m\u1ed9t l\u1eadp tr\u01b0\u1eddng r\u00f5 r\u00e0ng.<\/p>\n<figure id=\"attachment_179105\" aria-describedby=\"caption-attachment-179105\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179105\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-9.jpg\" alt=\"Cu\u1ed1n s\u00e1ch ph\u00e2n t\u00edch c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb qua h\u00e0nh \u0111\u1ed9ng x\u00e3 h\u1ed9i v\u00e0 l\u1eadp tr\u01b0\u1eddng r\u00f5 r\u00e0ng\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179105\" class=\"wp-caption-text\">Cu\u1ed1n s\u00e1ch ph\u00e2n t\u00edch c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb qua h\u00e0nh \u0111\u1ed9ng x\u00e3 h\u1ed9i v\u00e0 l\u1eadp tr\u01b0\u1eddng r\u00f5 r\u00e0ng<\/figcaption><\/figure>\n<h3 id=\"3bngsosnhnhanhccuschcaphilipkotler\"><strong>3. B\u1ea3ng so s\u00e1nh nhanh c\u00e1c \u0111\u1ea7u s\u00e1ch c\u1ee7a Philip Kotler<\/strong><\/h3>\n<table>\n<thead>\n<tr>\n<th align=\"left\">T\u00ean S\u00e1ch<\/th>\n<th align=\"left\">\u0110\u1ed1i t\u01b0\u1ee3ng ph\u00f9 h\u1ee3p<\/th>\n<th align=\"left\">\u0110i\u1ec3m n\u1ed5i b\u1eadt c\u1ed1t l\u00f5i<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td align=\"left\">Nguy\u00ean l\u00fd marketing<\/td>\n<td align=\"left\">Sinh vi\u00ean, ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u, ng\u01b0\u1eddi l\u00e0m tr\u00e1i ng\u00e0nh<\/td>\n<td align=\"left\">N\u1ec1n t\u1ea3ng to\u00e0n di\u1ec7n, d\u1ec5 hi\u1ec3u, h\u1ec7 th\u1ed1ng h\u00f3a ki\u1ebfn th\u1ee9c<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Qu\u1ea3n tr\u1ecb marketing<\/td>\n<td align=\"left\">Manager, CMO, ng\u01b0\u1eddi c\u00f3 kinh nghi\u1ec7m<\/td>\n<td align=\"left\">Chuy\u00ean s\u00e2u v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c, h\u1ecdc thu\u1eadt, qu\u1ea3n tr\u1ecb<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Marketing 4.0<\/td>\n<td align=\"left\">M\u1ecdi marketer trong k\u1ef7 nguy\u00ean s\u1ed1<\/td>\n<td align=\"left\">T\u1eadp trung v\u00e0o marketing k\u1ef9 thu\u1eadt s\u1ed1, h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng 5A<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Marketing 5.0<\/td>\n<td align=\"left\">L\u00e3nh \u0111\u1ea1o, nh\u00e0 chi\u1ebfn l\u01b0\u1ee3c<\/td>\n<td align=\"left\">\u0110\u1ecbnh h\u01b0\u1edbng t\u01b0\u01a1ng lai, \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 AI, IoT v\u00e0o marketing<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">M\u01b0\u1eddi sai l\u1ea7m ch\u1ebft ng\u01b0\u1eddi trong marketing<\/td>\n<td align=\"left\">CEO, tr\u01b0\u1edfng ph\u00f2ng marketing<\/td>\n<td align=\"left\">Ch\u1ea9n \u0111o\u00e1n nhanh c\u00e1c v\u1ea5n \u0111\u1ec1, gi\u1ea3i ph\u00e1p th\u1ef1c ti\u1ec5n<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Ti\u1ebfp th\u1ecb ph\u00e1 c\u00e1ch<\/td>\n<td align=\"left\">Chuy\u00ean gia R&amp;D, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, marketer<\/td>\n<td align=\"left\">K\u00edch th\u00edch t\u01b0 duy s\u00e1ng t\u1ea1o, t\u00ecm ki\u1ebfm \u00fd t\u01b0\u1edfng \u0111\u1ed9t ph\u00e1<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Marketing c\u0103n b\u1ea3n<\/td>\n<td align=\"left\">Ng\u01b0\u1eddi c\u1ea7n ki\u1ebfn th\u1ee9c t\u1ed5ng quan, th\u1eddi gian h\u1ea1n h\u1eb9p<\/td>\n<td align=\"left\">C\u00f4 \u0111\u1ecdng, s\u00fac t\u00edch c\u00e1c kh\u00e1i ni\u1ec7m marketing c\u1ed1t l\u00f5i<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Kotler b\u00e0n v\u1ec1 ti\u1ebfp th\u1ecb<\/td>\n<td align=\"left\">Marketer c\u00f3 kinh nghi\u1ec7m<\/td>\n<td align=\"left\">G\u00f3c nh\u00ecn tri\u1ebft l\u00fd, t\u1ed5ng h\u1ee3p kinh nghi\u1ec7m t\u1eeb b\u1eadc th\u1ea7y<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Th\u1ea5u hi\u1ec3u ti\u1ebfp th\u1ecb t\u1eeb A-Z<\/td>\n<td align=\"left\">M\u1ecdi c\u1ea5p \u0111\u1ed9<\/td>\n<td align=\"left\">C\u1ea9m nang tra c\u1ee9u nhanh 80 kh\u00e1i ni\u1ec7m marketing quan tr\u1ecdng<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Ti\u1ebfp th\u1ecb 3.0<\/td>\n<td align=\"left\">L\u00e3nh \u0111\u1ea1o, nh\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/td>\n<td align=\"left\">Marketing h\u01b0\u1edbng gi\u00e1 tr\u1ecb nh\u00e2n v\u0103n, tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Market Your Way to Growth<\/td>\n<td align=\"left\">CEO, gi\u00e1m \u0111\u1ed1c chi\u1ebfn l\u01b0\u1ee3c<\/td>\n<td align=\"left\">Cung c\u1ea5p 8 con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng cho doanh nghi\u1ec7p<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Corporate Social Responsibility<\/td>\n<td align=\"left\">Manager, chuy\u00ean gia CSR<\/td>\n<td align=\"left\">H\u01b0\u1edbng d\u1eabn x\u00e2y d\u1ef1ng v\u00e0 tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c CSR hi\u1ec7u qu\u1ea3<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Marketing in the Public Sector<\/td>\n<td align=\"left\">C\u00e1n b\u1ed9 nh\u00e0 n\u01b0\u1edbc, t\u1ed5 ch\u1ee9c phi l\u1ee3i nhu\u1eadn<\/td>\n<td align=\"left\">\u1ee8ng d\u1ee5ng marketing \u0111\u1ec3 thay \u0111\u1ed5i h\u00e0nh vi x\u00e3 h\u1ed9i<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Chaotics<\/td>\n<td align=\"left\">L\u00e3nh \u0111\u1ea1o, nh\u00e0 qu\u1ea3n tr\u1ecb<\/td>\n<td align=\"left\">Cung c\u1ea5p h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb linh ho\u1ea1t trong th\u1eddi k\u1ef3 kh\u1ee7ng ho\u1ea3ng<\/td>\n<\/tr>\n<tr>\n<td align=\"left\">Brand Activism<\/td>\n<td align=\"left\">L\u00e3nh \u0111\u1ea1o th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n \u0111\u1ea1i<\/td>\n<td align=\"left\">H\u01b0\u1edbng d\u1eabn th\u01b0\u01a1ng hi\u1ec7u tham gia v\u00e0o c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3 id=\"4muaschphilipkotlerchnhhnggittu\"><strong>4. Mua s\u00e1ch Philip Kotler ch\u00ednh h\u00e3ng, gi\u00e1 t\u1ed1t \u1edf \u0111\u00e2u?<\/strong><\/h3>\n<p>\u0110\u1ec3 ti\u1ebfp thu tr\u1ecdn v\u1eb9n tinh hoa ki\u1ebfn th\u1ee9c t\u1eeb c\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a Philip Kotler, vi\u1ec7c l\u1ef1a ch\u1ecdn s\u00e1ch ch\u00ednh h\u00e3ng v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng in \u1ea5n t\u1ed1t v\u00e0 b\u1ea3n d\u1ecbch chu\u1ea9n x\u00e1c l\u00e0 v\u00f4 c\u00f9ng quan tr\u1ecdng. Tiki t\u1ef1 h\u00e0o l\u00e0 n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed uy t\u00edn, mang \u0111\u1ebfn cho b\u1ea1n \u0111\u1ecdc nh\u1eefng tr\u1ea3i nghi\u1ec7m mua s\u1eafm an t\u00e2m nh\u1ea5t.<\/p>\n<p>Khi mua s\u00e1ch t\u1ea1i Tiki, b\u1ea1n s\u1ebd \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o:<\/p>\n<ul>\n<li><strong>S\u00e1ch ch\u00ednh h\u00e3ng 100%:<\/strong> Cam k\u1ebft ngu\u1ed3n g\u1ed1c r\u00f5 r\u00e0ng t\u1eeb c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n h\u00e0ng \u0111\u1ea7u.<\/li>\n<li><strong>Ho\u00e0n ti\u1ec1n 200% n\u1ebfu ph\u00e1t hi\u1ec7n h\u00e0ng gi\u1ea3:<\/strong> L\u1eddi kh\u1eb3ng \u0111\u1ecbnh m\u1ea1nh m\u1ebd v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m.<\/li>\n<li><strong>D\u1ecbch v\u1ee5 TikiNOW giao nhanh 2h:<\/strong> Nh\u1eadn s\u00e1ch ngay trong ng\u00e0y \u0111\u1ec3 kh\u00f4ng l\u1ee1 nh\u1ecbp tri th\u1ee9c.<\/li>\n<li><strong>Ch\u00ednh s\u00e1ch \u0111\u1ed5i tr\u1ea3 linh ho\u1ea1t:<\/strong> H\u1ed7 tr\u1ee3 kh\u00e1ch h\u00e0ng t\u1ed1i \u0111a n\u1ebfu c\u00f3 b\u1ea5t k\u1ef3 v\u1ea5n \u0111\u1ec1 n\u00e0o v\u1ec1 s\u1ea3n ph\u1ea9m.<\/li>\n<\/ul>\n<figure id=\"attachment_179107\" aria-describedby=\"caption-attachment-179107\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179107\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-11.jpg\" alt=\"Mua s\u00e1ch Philip Kotler ch\u00ednh h\u00e3ng, giao h\u00e0ng nhanh t\u1ea1i Tiki\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179107\" class=\"wp-caption-text\">Mua s\u00e1ch Philip Kotler ch\u00ednh h\u00e3ng, giao h\u00e0ng nhanh t\u1ea1i Tiki<\/figcaption><\/figure>\n<h3 id=\"5cuhithnggpvschcaphilipkotler\"><strong>5. C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p v\u1ec1 s\u00e1ch c\u1ee7a Philip Kotler<\/strong><\/h3>\n<h4 id=\"51mibtutmhiumarketingtinncschnocaphilipkotlertrctin\"><strong>5.1. M\u1edbi b\u1eaft \u0111\u1ea7u t\u00ecm hi\u1ec3u marketing, t\u00f4i n\u00ean \u0111\u1ecdc s\u00e1ch n\u00e0o c\u1ee7a Philip Kotler tr\u01b0\u1edbc ti\u00ean?<\/strong><\/h4>\n<p>B\u1ea1n n\u00ean b\u1eaft \u0111\u1ea7u v\u1edbi cu\u1ed1n <strong>Nguy\u00ean l\u00fd marketing (Principles of Marketing)<\/strong>. \u0110\u00e2y l\u00e0 cu\u1ed1n s\u00e1ch n\u1ec1n t\u1ea3ng, to\u00e0n di\u1ec7n v\u00e0 c\u00f3 c\u1ea5u tr\u00fac d\u1ec5 ti\u1ebfp c\u1eadn nh\u1ea5t, gi\u00fap b\u1ea1n x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 th\u1ed1ng ki\u1ebfn th\u1ee9c marketing v\u1eefng ch\u1eafc t\u1eeb con s\u1ed1 kh\u00f4ng.<\/p>\n<h4 id=\"52skhcbitchnhgianguynlmarketingvquntrmarketinglg\"><strong>5.2. S\u1ef1 kh\u00e1c bi\u1ec7t ch\u00ednh gi\u1eefa &#8220;Nguy\u00ean l\u00fd marketing&#8221; v\u00e0 &#8220;Qu\u1ea3n tr\u1ecb marketing&#8221; l\u00e0 g\u00ec?<\/strong><\/h4>\n<p><strong>Nguy\u00ean l\u00fd marketing<\/strong> t\u1eadp trung v\u00e0o vi\u1ec7c gi\u1edbi thi\u1ec7u &#8220;c\u00e1i g\u00ec&#8221; v\u00e0 &#8220;t\u1ea1i sao&#8221; c\u1ee7a marketing, ph\u00f9 h\u1ee3p cho ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u. Trong khi \u0111\u00f3, <strong>Qu\u1ea3n tr\u1ecb marketing<\/strong> \u0111i s\u00e2u v\u00e0o &#8220;l\u00e0m th\u1ebf n\u00e0o&#8221;, cung c\u1ea5p c\u00e1c c\u00f4ng c\u1ee5 v\u00e0 quy tr\u00ecnh \u0111\u1ec3 ho\u1ea1ch \u0111\u1ecbnh v\u00e0 \u0111i\u1ec1u h\u00e0nh ho\u1ea1t \u0111\u1ed9ng marketing \u1edf c\u1ea5p \u0111\u1ed9 qu\u1ea3n l\u00fd, ph\u00f9 h\u1ee3p cho ng\u01b0\u1eddi \u0111\u00e3 c\u00f3 kinh nghi\u1ec7m.<\/p>\n<h4 id=\"53tinncmarketing40haymarketing50\"><strong>5.3. T\u00f4i n\u00ean \u0111\u1ecdc Marketing 4.0 hay Marketing 5.0?<\/strong><\/h4>\n<p>B\u1ea1n n\u00ean \u0111\u1ecdc c\u1ea3 hai v\u00e0 theo th\u1ee9 t\u1ef1. <strong>Marketing 4.0<\/strong> s\u1ebd cung c\u1ea5p cho b\u1ea1n b\u1ed1i c\u1ea3nh v\u00e0 n\u1ec1n t\u1ea3ng v\u1ec1 s\u1ef1 d\u1ecbch chuy\u1ec3n sang k\u1ef9 thu\u1eadt s\u1ed1. Sau \u0111\u00f3, <strong>Marketing 5.0<\/strong> s\u1ebd gi\u00fap b\u1ea1n hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 c\u00e1ch c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi nh\u01b0 AI \u0111ang \u0111\u1ecbnh h\u00ecnh t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh.<\/p>\n<figure id=\"attachment_179106\" aria-describedby=\"caption-attachment-179106\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-179106\" src=\"https:\/\/tiki.vn\/blog\/wp-content\/uploads\/2025\/11\/sach-cua-philip-kotler-10.jpg\" alt=\"B\u1ea1n n\u00ean \u0111\u1ecdc Marketing 4.0 tr\u01b0\u1edbc r\u1ed3i \u0111\u1ebfn Marketing 5.0\" width=\"800\" height=\"500\"><figcaption id=\"caption-attachment-179106\" class=\"wp-caption-text\">B\u1ea1n n\u00ean \u0111\u1ecdc Marketing 4.0 tr\u01b0\u1edbc r\u1ed3i \u0111\u1ebfn Marketing 5.0<\/figcaption><\/figure>\n<h4 id=\"54schcaphilipkotlerccnphhpvibicnhmarketingvitnamkhng\"><strong>5.4. S\u00e1ch c\u1ee7a Philip Kotler c\u00f3 c\u00f2n ph\u00f9 h\u1ee3p v\u1edbi b\u1ed1i c\u1ea3nh marketing Vi\u1ec7t Nam kh\u00f4ng?<\/strong><\/h4>\n<p>Ho\u00e0n to\u00e0n ph\u00f9 h\u1ee3p. M\u1eb7c d\u00f9 c\u00e1c v\u00ed d\u1ee5 trong s\u00e1ch ch\u1ee7 y\u1ebfu \u0111\u1ebfn t\u1eeb th\u1ecb tr\u01b0\u1eddng qu\u1ed1c t\u1ebf, nh\u01b0ng c\u00e1c nguy\u00ean l\u00fd, m\u00f4 h\u00ecnh v\u00e0 t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c m\u00e0 Philip Kotler tr\u00ecnh b\u00e0y l\u00e0 ph\u1ed5 qu\u00e1t v\u00e0 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng \u1edf m\u1ecdi th\u1ecb tr\u01b0\u1eddng. Ng\u01b0\u1eddi \u0111\u1ecdc th\u00f4ng minh s\u1ebd bi\u1ebft c\u00e1ch ch\u1eaft l\u1ecdc nh\u1eefng tinh hoa n\u00e0y v\u00e0 \u0111i\u1ec1u ch\u1ec9nh linh ho\u1ea1t \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi v\u0103n h\u00f3a v\u00e0 h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t Nam.<\/p>\n<p><strong>Xem th\u00eam:<\/strong><\/p>\n<ul>\n<li>Top 10 cu\u1ed1n <a href=\"https:\/\/tiki.vn\/blog\/sach-ve-marketing\/\" target=\"_blank\" rel=\"noopener\">s\u00e1ch v\u1ec1 marketing<\/a> cho ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u 2025<\/li>\n<li>Top 15 <a href=\"https:\/\/tiki.vn\/blog\/review-sach-ve-marketing\/\" target=\"_blank\" rel=\"noopener\">s\u00e1ch hay v\u1ec1 marketing<\/a> hay nh\u1ea5t, n\u00e2ng t\u1ea7m t\u01b0 duy marketer<\/li>\n<li>Top 8 <a href=\"https:\/\/tiki.vn\/blog\/sach-hay-ve-affiliate-marketing\/\" target=\"_blank\" rel=\"noopener\">s\u00e1ch hay v\u1ec1 Affiliate Marketing<\/a> \u0111\u00e1ng \u0111\u1ecdc nh\u1ea5t 2025<\/li>\n<\/ul>\n        <div class=\"tiki-product-slider\">\n            <div class='tiki-product-slider-title'>Mua ngay s\u00e1ch c\u1ee7a t\u00e1c gi\u1ea3 Philip Kotler gi\u00e1 t\u1ed1t t\u1ea1i Tiki:<\/div>\n            <div class=\"embla\">\n                <div class=\"embla__viewport\">\n                    <div class=\"embla__container\">            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-2-cuon-sach-moi-nhat-cua-tac-gia-philip-kotler-tiep-thi-6-0-tuong-lai-la-toan-nhap-marketing-6-0-va-tiep-thi-voi-tinh-than-doanh-chu-vuot-qua-su-chuyen-nghiep-de-huong-toi-sang-tao-lanh-dao-va-ben-vung-tang-kem-so-tay-p276483691.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/95\/5c\/ef\/de6aafb810733784982bc40db39390b0.jpg\" alt=\"Combo 2 cu\u1ed1n s\u00e1ch m\u1edbi nh\u1ea5t c\u1ee7a t\u00e1c gi\u1ea3 : Philip Kotler - Ti\u1ebfp Th\u1ecb 6.0 - T\u01b0\u01a1ng Lai L\u00e0 To\u00e0n Nh\u1eadp - Marketing 6.0 v\u00e0 Ti\u1ebfp Th\u1ecb V\u1edbi Tinh Th\u1ea7n Doanh Ch\u1ee7 - V\u01b0\u1ee3t Qua S\u1ef1 Chuy\u00ean Nghi\u1ec7p \u0110\u1ec3 H\u01b0\u1edbng T\u1edbi S\u00e1ng T\u1ea1o, L\u00e3nh \u0110\u1ea1o V\u00e0 B\u1ec1n V\u1eefng ( T\u1eb7ng k\u00e8m s\u1ed5 tay )\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo 2 cu\u1ed1n s\u00e1ch m\u1edbi nh\u1ea5t c\u1ee7a t\u00e1c gi\u1ea3 : Philip Kotler - Ti\u1ebfp Th\u1ecb 6.0 - T\u01b0\u01a1ng Lai L\u00e0 To\u00e0n Nh\u1eadp - Marketing 6.0 v\u00e0 Ti\u1ebfp Th\u1ecb V\u1edbi Tinh Th\u1ea7n Doanh Ch\u1ee7 - V\u01b0\u1ee3t Qua S\u1ef1 Chuy\u00ean Nghi\u1ec7p \u0110\u1ec3 H\u01b0\u1edbng T\u1edbi S\u00e1ng T\u1ea1o, L\u00e3nh \u0110\u1ea1o V\u00e0 B\u1ec1n V\u1eefng ( T\u1eb7ng k\u00e8m s\u1ed5 tay )\">Combo 2 cu\u1ed1n s\u00e1ch m\u1edbi nh\u1ea5t c\u1ee7a t\u00e1c gi\u1ea3 : Philip Kotler - Ti\u1ebfp Th\u1ecb 6.0 - T\u01b0\u01a1ng Lai L\u00e0 To\u00e0n Nh\u1eadp - Marketing 6.0 v\u00e0 Ti\u1ebfp Th\u1ecb V\u1edbi Tinh Th\u1ea7n Doanh Ch\u1ee7 - V\u01b0\u1ee3t Qua S\u1ef1 Chuy\u00ean Nghi\u1ec7p \u0110\u1ec3 H\u01b0\u1edbng T\u1edbi S\u00e1ng T\u1ea1o, L\u00e3nh \u0110\u1ea1o V\u00e0 B\u1ec1n V\u1eefng ( T\u1eb7ng k\u00e8m s\u1ed5 tay )<\/h4>\n                    <div class=\"product-info-price\">\n                        320.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-mot-phut-voi-philip-kotler-p11253636.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/52\/4d\/73\/1e823e69143463d1fdd13f06cdf5fe48.jpg\" alt=\"S\u00e1ch M\u1ed9t Ph\u00fat V\u1edbi Philip Kotler\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch M\u1ed9t Ph\u00fat V\u1edbi Philip Kotler\">S\u00e1ch M\u1ed9t Ph\u00fat V\u1edbi Philip Kotler<\/h4>\n                    <div class=\"product-info-price\">\n                        75.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-sach-philp-kotler-ban-ve-tiep-thi-marketing-4-0-va-5-0-2-cuon-p139066351.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/8c\/ee\/91\/fa9464e42f0f6e3d5db4a2285d2ffaaf.jpg\" alt=\"Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb Marketing 4.0 V\u00e0 5.0 - 2 Cu\u1ed1n\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb Marketing 4.0 V\u00e0 5.0 - 2 Cu\u1ed1n\">Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb Marketing 4.0 V\u00e0 5.0 - 2 Cu\u1ed1n<\/h4>\n                    <div class=\"product-info-price\">\n                        235.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-quan-tri-marketing-philip-kotler-kevin-keller-p276508800.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/cd\/24\/39\/367418175fc7d3a7a94093e10e664ba1.jpg\" alt=\"S\u00e1ch Qu\u1ea3n Tr\u1ecb Marketing - Philip Kotler - Kevin Keller\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Qu\u1ea3n Tr\u1ecb Marketing - Philip Kotler - Kevin Keller\">S\u00e1ch Qu\u1ea3n Tr\u1ecb Marketing - Philip Kotler - Kevin Keller<\/h4>\n                    <div class=\"product-info-price\">\n                        610.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-kotler-ban-ve-tiep-thi-tai-ban-2019-p129138570.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/bf\/63\/c0\/fc7a61dd1e1aff4a945ecfd982cee025.jpg\" alt=\"S\u00e1ch - Kotler b\u00e0n v\u1ec1 ti\u1ebfp th\u1ecb ( t\u00e1i b\u1ea3n 2019 )\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch - Kotler b\u00e0n v\u1ec1 ti\u1ebfp th\u1ecb ( t\u00e1i b\u1ea3n 2019 )\">S\u00e1ch - Kotler b\u00e0n v\u1ec1 ti\u1ebfp th\u1ecb ( t\u00e1i b\u1ea3n 2019 )<\/h4>\n                    <div class=\"product-info-price\">\n                        148.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-kotler-ban-ve-tiep-thi-p128711651.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/e5\/a4\/03\/45e162f334a0c8feb77296367c81d2c3.jpg\" alt=\"S\u00e1ch - Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch - Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb\">S\u00e1ch - Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb<\/h4>\n                    <div class=\"product-info-price\">\n                        148.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-sach-philip-kotler-ban-ve-tiep-thi-tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-tiep-thi-5-0-cong-nghe-vi-nhan-sinh-2-cuon-p181938696.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/b8\/1c\/9e\/9f8345f111c13d0ad79915ee371098c5.jpg\" alt=\"Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb: Ti\u1ebfp th\u1ecb 4.0 D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh (2 Cu\u1ed1n)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb: Ti\u1ebfp th\u1ecb 4.0 D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh (2 Cu\u1ed1n)\">Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb: Ti\u1ebfp th\u1ecb 4.0 D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh (2 Cu\u1ed1n)<\/h4>\n                    <div class=\"product-info-price\">\n                        235.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-sach-philip-kotler-ban-ve-tiep-thi-tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-tiep-thi-5-0-cong-nghe-vi-nhan-sinh-2-cuon-p176777490.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/6d\/64\/6a\/647cce12550175657cda747d00c48345.jpg\" alt=\"Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb: Ti\u1ebfp th\u1ecb 4.0 D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh (2 Cu\u1ed1n)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb: Ti\u1ebfp th\u1ecb 4.0 D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh (2 Cu\u1ed1n)\">Combo S\u00e1ch Philip Kotler - B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb: Ti\u1ebfp th\u1ecb 4.0 D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh (2 Cu\u1ed1n)<\/h4>\n                    <div class=\"product-info-price\">\n                        235.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/branding-4-0-philip-kotler-p248554848.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/c5\/47\/80\/bcf2ccf123129bde0708990feb7486cc.jpg\" alt=\"Branding 4.0  - Philip Kotler\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Branding 4.0  - Philip Kotler\">Branding 4.0  - Philip Kotler<\/h4>\n                    <div class=\"product-info-price\">\n                        250.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-kotler-ban-ve-tiep-thi-tai-ban-2019-p129138588.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/e4\/4b\/10\/faca07cc90289fc25ad348ad6ae7618a.jpg\" alt=\"S\u00e1ch - Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb (T\u00e1i B\u1ea3n 2019)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch - Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb (T\u00e1i B\u1ea3n 2019)\">S\u00e1ch - Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb (T\u00e1i B\u1ea3n 2019)<\/h4>\n                    <div class=\"product-info-price\">\n                        148.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-p-kotler-tiep-thi-5-0-p181745980.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/f0\/f6\/6a\/9162d3a412dace19139b691cb14d9ada.jpg\" alt=\"S\u00e1ch P.Kotler. Ti\u1ebfp Th\u1ecb 5.0\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch P.Kotler. Ti\u1ebfp Th\u1ecb 5.0\">S\u00e1ch P.Kotler. Ti\u1ebfp Th\u1ecb 5.0<\/h4>\n                    <div class=\"product-info-price\">\n                        120.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-kotler-ban-ve-tiep-thi-tai-ban-2019-p12141298.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/20\/85\/ff\/32c7b7da6f570c8f8137f6670f3ca8a3.jpg\" alt=\"S\u00e1ch Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb (T\u00e1i B\u1ea3n 2019)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/12\/e2\/4a\/c5226426ee9429b0050449ae5403c9cf.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb (T\u00e1i B\u1ea3n 2019)\">S\u00e1ch Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb (T\u00e1i B\u1ea3n 2019)<\/h4>\n                    <div class=\"product-info-price\">\n                        108.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">148.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-27%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao th\u1ee9 7, 13\/06<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-p-kotler-tiep-thi-6-0-tuong-lai-la-toan-nhap-p276376962.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/26\/2e\/b0\/f0a43975a5cbf7c3d72844523979a6a7.png\" alt=\"S\u00e1ch P.Kotler. Ti\u1ebfp th\u1ecb 6.0: T\u01b0\u01a1ng lai l\u00e0 to\u00e0n nh\u1eadp\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/c2\/bc\/6d\/ff18cc8968e2bbb43f7ac58efbfafdff.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch P.Kotler. Ti\u1ebfp th\u1ecb 6.0: T\u01b0\u01a1ng lai l\u00e0 to\u00e0n nh\u1eadp\">S\u00e1ch P.Kotler. Ti\u1ebfp th\u1ecb 6.0: T\u01b0\u01a1ng lai l\u00e0 to\u00e0n nh\u1eadp<\/h4>\n                    <div class=\"product-info-price\">\n                        99.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">140.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-29%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-p-kotler-tiep-thi-voi-tinh-than-doanh-chu-vuot-qua-su-chuyen-nghiep-de-huong-toi-sang-tao-lanh-dao-va-ben-vung-p276376937.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/74\/27\/2a\/2920fc5d33b499fff8645c6fcce99590.png\" alt=\"S\u00e1ch P.Kotler. Ti\u1ebfp th\u1ecb v\u1edbi tinh th\u1ea7n doanh ch\u1ee7 - V\u01b0\u1ee3t qua s\u1ef1 chuy\u00ean nghi\u1ec7p \u0111\u1ec3 h\u01b0\u1edbng t\u1edbi s\u00e1ng t\u1ea1o, l\u00e3nh \u0111\u1ea1o v\u00e0 b\u1ec1n v\u1eefng\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/12\/e2\/4a\/c5226426ee9429b0050449ae5403c9cf.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch P.Kotler. Ti\u1ebfp th\u1ecb v\u1edbi tinh th\u1ea7n doanh ch\u1ee7 - V\u01b0\u1ee3t qua s\u1ef1 chuy\u00ean nghi\u1ec7p \u0111\u1ec3 h\u01b0\u1edbng t\u1edbi s\u00e1ng t\u1ea1o, l\u00e3nh \u0111\u1ea1o v\u00e0 b\u1ec1n v\u1eefng\">S\u00e1ch P.Kotler. Ti\u1ebfp th\u1ecb v\u1edbi tinh th\u1ea7n doanh ch\u1ee7 - V\u01b0\u1ee3t qua s\u1ef1 chuy\u00ean nghi\u1ec7p \u0111\u1ec3 h\u01b0\u1edbng t\u1edbi s\u00e1ng t\u1ea1o, l\u00e3nh \u0111\u1ea1o v\u00e0 b\u1ec1n v\u1eefng<\/h4>\n                    <div class=\"product-info-price\">\n                        136.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">180.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-24%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-cam-nang-tiep-thi-trong-thoi-dai-so-kotler-ban-ve-tiep-thi-p-kotler-tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-bo-2-cuon-tang-kem-bookmark-green-life-p35499972.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/45\/08\/cc\/f0605f5458e39f891463a22e71df301c.jpg\" alt=\"Combo C\u1ea9m Nang Ti\u1ebfp Th\u1ecb Trong Th\u1eddi \u0110\u1ea1i S\u1ed1: Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb + P.Kotler Ti\u1ebfp th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 (B\u1ed9 2 Cu\u1ed1n \/ T\u1eb7ng K\u00e8m Bookmark Green Life)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo C\u1ea9m Nang Ti\u1ebfp Th\u1ecb Trong Th\u1eddi \u0110\u1ea1i S\u1ed1: Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb + P.Kotler Ti\u1ebfp th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 (B\u1ed9 2 Cu\u1ed1n \/ T\u1eb7ng K\u00e8m Bookmark Green Life)\">Combo C\u1ea9m Nang Ti\u1ebfp Th\u1ecb Trong Th\u1eddi \u0110\u1ea1i S\u1ed1: Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb + P.Kotler Ti\u1ebfp th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 (B\u1ed9 2 Cu\u1ed1n \/ T\u1eb7ng K\u00e8m Bookmark Green Life)<\/h4>\n                    <div class=\"product-info-price\">\n                        230.501 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao th\u1ee9 7, 13\/06<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-thau-hieu-tiep-thi-tu-a-den-z-80-khai-niem-nha-quan-ly-can-biet-p202510862.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/a7\/17\/84\/00c8577de2723053bcee853320f7b61e.jpg\" alt=\"S\u00e1ch - Th\u1ea5u Hi\u1ec3u Ti\u1ebfp Th\u1ecb T\u1eeb A \u0110\u1ebfn Z 80- Kh\u00e1i Ni\u1ec7m Nh\u00e0 Qu\u1ea3n L\u00fd C\u1ea7n Bi\u1ebft - T\u00e1c gi\u1ea3 Philip Kotler - NXB Tr\u1ebb\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch - Th\u1ea5u Hi\u1ec3u Ti\u1ebfp Th\u1ecb T\u1eeb A \u0110\u1ebfn Z 80- Kh\u00e1i Ni\u1ec7m Nh\u00e0 Qu\u1ea3n L\u00fd C\u1ea7n Bi\u1ebft - T\u00e1c gi\u1ea3 Philip Kotler - NXB Tr\u1ebb\">S\u00e1ch - Th\u1ea5u Hi\u1ec3u Ti\u1ebfp Th\u1ecb T\u1eeb A \u0110\u1ebfn Z 80- Kh\u00e1i Ni\u1ec7m Nh\u00e0 Qu\u1ea3n L\u00fd C\u1ea7n Bi\u1ebft - T\u00e1c gi\u1ea3 Philip Kotler - NXB Tr\u1ebb<\/h4>\n                    <div class=\"product-info-price\">\n                        115.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/tiep-thi-6-0-philip-kotler-p276383479.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/b9\/0f\/b3\/57b8f169599fd5132dbdf11c2fdfea57.jpg\" alt=\"Ti\u1ebfp th\u1ecb 6.0 - T\u01b0\u01a1ng Lai L\u00e0 To\u00e0n Nh\u1eadp - Philip Kotler\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Ti\u1ebfp th\u1ecb 6.0 - T\u01b0\u01a1ng Lai L\u00e0 To\u00e0n Nh\u1eadp - Philip Kotler\">Ti\u1ebfp th\u1ecb 6.0 - T\u01b0\u01a1ng Lai L\u00e0 To\u00e0n Nh\u1eadp - Philip Kotler<\/h4>\n                    <div class=\"product-info-price\">\n                        140.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/muoi-sai-lam-chet-nguoi-trong-tiep-thi-cac-dau-hieu-va-giai-phap-philip-kotler-duong-thuy-dich-bia-mem-p270548829.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/f4\/93\/f5\/8a9a7e1b56ec047c6deea1034824c2b4.jpg\" alt=\"M\u01af\u1edcI SAI L\u1ea6M CH\u1ebeT NG\u01af\u1edcI TRONG TI\u1ebeP TH\u1eca - C\u00c1C D\u1ea4U HI\u1ec6U V\u00c0 GI\u1ea2I PH\u00c1P - Philip Kotler - D\u01b0\u01a1ng Th\u1ee7y d\u1ecbch - (b\u00eca m\u1ec1m)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"M\u01af\u1edcI SAI L\u1ea6M CH\u1ebeT NG\u01af\u1edcI TRONG TI\u1ebeP TH\u1eca - C\u00c1C D\u1ea4U HI\u1ec6U V\u00c0 GI\u1ea2I PH\u00c1P - Philip Kotler - D\u01b0\u01a1ng Th\u1ee7y d\u1ecbch - (b\u00eca m\u1ec1m)\">M\u01af\u1edcI SAI L\u1ea6M CH\u1ebeT NG\u01af\u1edcI TRONG TI\u1ebeP TH\u1eca - C\u00c1C D\u1ea4U HI\u1ec6U V\u00c0 GI\u1ea2I PH\u00c1P - Philip Kotler - D\u01b0\u01a1ng Th\u1ee7y d\u1ecbch - (b\u00eca m\u1ec1m)<\/h4>\n                    <div class=\"product-info-price\">\n                        55.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/sach-p-kotler-tu-duy-thuc-thoi-ban-le-thanh-thoi-10-nguyen-tac-ban-le-thoi-hau-ky-thuat-so-p277621861.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/be\/88\/60\/a0efbff337614b7a2b68ff3791d622a4.jpg\" alt=\"S\u00e1ch P. Kotler. T\u01b0 duy th\u1ee9c th\u1eddi, b\u00e1n l\u1ebb th\u1ea3nh th\u01a1i: 10 nguy\u00ean t\u1eafc b\u00e1n l\u1ebb th\u1eddi h\u1eadu k\u1ef9 thu\u1eadt s\u1ed1\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/12\/e2\/4a\/c5226426ee9429b0050449ae5403c9cf.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"S\u00e1ch P. Kotler. T\u01b0 duy th\u1ee9c th\u1eddi, b\u00e1n l\u1ebb th\u1ea3nh th\u01a1i: 10 nguy\u00ean t\u1eafc b\u00e1n l\u1ebb th\u1eddi h\u1eadu k\u1ef9 thu\u1eadt s\u1ed1\">S\u00e1ch P. Kotler. T\u01b0 duy th\u1ee9c th\u1eddi, b\u00e1n l\u1ebb th\u1ea3nh th\u01a1i: 10 nguy\u00ean t\u1eafc b\u00e1n l\u1ebb th\u1eddi h\u1eadu k\u1ef9 thu\u1eadt s\u1ed1<\/h4>\n                    <div class=\"product-info-price\">\n                        125.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">170.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-26%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-philip-kotler-tiep-thi-5-0-cong-nghe-vi-nhan-sinh-va-tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-p131879454.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/63\/45\/33\/8b6e77a8a11ec10608f12b64e8eb0157.jpg\" alt=\"Combo Philip Kotler: Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh V\u00e0 Ti\u1ebfp Th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo Philip Kotler: Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh V\u00e0 Ti\u1ebfp Th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1\">Combo Philip Kotler: Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh V\u00e0 Ti\u1ebfp Th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1<\/h4>\n                    <div class=\"product-info-price\">\n                        223.250 <sup>\u20ab<\/sup>\n                    <\/div>\n                                <div class=\"product-info-original-price\">\n                <span><span class=\"product-info-original-price-text\">235.000<\/span> <sup>\u20ab<\/sup><\/span>\n                <span class=\"product-info-original-price-rate\">-5%<\/span>\n            <\/div>\n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/ts\/tka\/a8\/31\/b6\/802e2c99dcce64c67aa2648edb15dd25.png\" alt=\"\" \/>\n                <span>Giao si\u00eau t\u1ed1c 2h<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/doanh-nghiep-cong-hien-philip-kotler-nguyen-thuy-khanh-chuong-dich-nha-nam-nxb-cong-thuong-p275915733.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/a9\/2d\/62\/da956e9eb606f93a92529ffe97533467.jpg\" alt=\"DOANH NGHI\u1ec6P C\u1ed0NG HI\u1ebeN - Philip Kotler - Nguy\u1ec5n Thu\u1ef5, Kh\u00e1nh Ch\u01b0\u01a1ng d\u1ecbch- Nh\u00e3 Nam -NXB C\u00f4ng Th\u01b0\u01a1ng\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"DOANH NGHI\u1ec6P C\u1ed0NG HI\u1ebeN - Philip Kotler - Nguy\u1ec5n Thu\u1ef5, Kh\u00e1nh Ch\u01b0\u01a1ng d\u1ecbch- Nh\u00e3 Nam -NXB C\u00f4ng Th\u01b0\u01a1ng\">DOANH NGHI\u1ec6P C\u1ed0NG HI\u1ebeN - Philip Kotler - Nguy\u1ec5n Thu\u1ef5, Kh\u00e1nh Ch\u01b0\u01a1ng d\u1ecbch- Nh\u00e3 Nam -NXB C\u00f4ng Th\u01b0\u01a1ng<\/h4>\n                    <div class=\"product-info-price\">\n                        248.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ch\u1ee7 nh\u1eadt, 14\/06<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/thang-long-books-combo-philip-kotler-tiep-thi-4-0-dich-chuyen-tu-truyen-thong-sang-cong-nghe-so-tiep-thi-5-0-cong-nghe-vi-nhan-sinh-p274399249.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/63\/45\/33\/543731d1a0b7bf1b2dcb51acd7dab312.jpg\" alt=\"[Th\u0103ng Long Books] Combo Philip Kotler : Ti\u1ebfp Th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"[Th\u0103ng Long Books] Combo Philip Kotler : Ti\u1ebfp Th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh\">[Th\u0103ng Long Books] Combo Philip Kotler : Ti\u1ebfp Th\u1ecb 4.0 - D\u1ecbch Chuy\u1ec3n T\u1eeb Truy\u1ec1n Th\u1ed1ng Sang C\u00f4ng Ngh\u1ec7 S\u1ed1 + Ti\u1ebfp Th\u1ecb 5.0 - C\u00f4ng Ngh\u1ec7 V\u1ecb Nh\u00e2n Sinh<\/h4>\n                    <div class=\"product-info-price\">\n                        235.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ng\u00e0y mai<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/doanh-nghiep-cong-hien-nhung-chien-luoc-marketing-xa-hoi-lam-thay-doi-the-gioi-philip-kotler-bia-mem-p275925241.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/a3\/be\/5d\/c5589e15ba9b9c86edc8a7ee7aa067f8.jpg\" alt=\"DOANH NGHI\u1ec6P C\u1ed0NG HI\u1ebeN - Nh\u1eefng Chi\u1ebfn L\u01b0\u1ee3c Marketing X\u00e3 H\u1ed9i L\u00e0m Thay \u0110\u1ed5i Th\u1ebf Gi\u1edbi  - Philip Kotler (b\u00eca m\u1ec1m)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"DOANH NGHI\u1ec6P C\u1ed0NG HI\u1ebeN - Nh\u1eefng Chi\u1ebfn L\u01b0\u1ee3c Marketing X\u00e3 H\u1ed9i L\u00e0m Thay \u0110\u1ed5i Th\u1ebf Gi\u1edbi  - Philip Kotler (b\u00eca m\u1ec1m)\">DOANH NGHI\u1ec6P C\u1ed0NG HI\u1ebeN - Nh\u1eefng Chi\u1ebfn L\u01b0\u1ee3c Marketing X\u00e3 H\u1ed9i L\u00e0m Thay \u0110\u1ed5i Th\u1ebf Gi\u1edbi  - Philip Kotler (b\u00eca m\u1ec1m)<\/h4>\n                    <div class=\"product-info-price\">\n                        246.000 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ch\u1ee7 nh\u1eadt, 14\/06<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a>            <a class=\"embla__slide\" href=\"https:\/\/tiki.vn\/combo-tuyet-chieu-tiep-thi-than-thanh-kotler-ban-ve-tiep-thi-khieu-vu-voi-ngoi-but-bo-2-cuon-tang-kem-bookmark-green-life-p35496930.html?utm_source=blog&utm_medium=carousel&utm_campaign=blog_article\">\n                <div class=\"product-image-container\">\n                    <img decoding=\"async\" src=\"https:\/\/salt.tikicdn.com\/cache\/280x280\/ts\/product\/95\/28\/6f\/217956e35b170b645a7ce3799cc37b6e.jpg\" alt=\"Combo Tuy\u1ec7t Chi\u00eau Ti\u1ebfp Th\u1ecb \"Th\u1ea7n Th\u00e1nh\": Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb + Khi\u00eau V\u0169 V\u1edbi Ng\u00f2i B\u00fat (B\u1ed9 2 Cu\u1ed1n - T\u1eb7ng K\u00e8m Bookmark Green Life)\" class=\"img-thumb\" \/>\n                    <img class='product-overlay-image' src='https:\/\/salt.tikicdn.com\/ts\/upload\/f7\/9e\/83\/ab28365ea395893fe5abac88b5103444.png' alt='overlay badge' \/>\n                <\/div>\n                \n                <div class=\"product-info\">\n                    <h4 class=\"product-info-name\"title=\"Combo Tuy\u1ec7t Chi\u00eau Ti\u1ebfp Th\u1ecb \"Th\u1ea7n Th\u00e1nh\": Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb + Khi\u00eau V\u0169 V\u1edbi Ng\u00f2i B\u00fat (B\u1ed9 2 Cu\u1ed1n - T\u1eb7ng K\u00e8m Bookmark Green Life)\">Combo Tuy\u1ec7t Chi\u00eau Ti\u1ebfp Th\u1ecb \"Th\u1ea7n Th\u00e1nh\": Kotler B\u00e0n V\u1ec1 Ti\u1ebfp Th\u1ecb + Khi\u00eau V\u0169 V\u1edbi Ng\u00f2i B\u00fat (B\u1ed9 2 Cu\u1ed1n - T\u1eb7ng K\u00e8m Bookmark Green Life)<\/h4>\n                    <div class=\"product-info-price\">\n                        249.299 <sup>\u20ab<\/sup>\n                    <\/div>\n                    \n                    \n                                <div class=\"product-info-delivery\">\n                <img decoding=\"async\" src=\"\" alt=\"\" \/>\n                <span>Giao ch\u1ee7 nh\u1eadt, 14\/06<\/span>\n            <\/div>\n                    <button class=\"td_btn td_btn_sm td_outlined_btn product-view-button\">Xem ngay<\/button>\n                <\/div>\n            <\/a><\/div>\n                <\/div>\n                        <button class=\"embla__control embla__prev\"><iconify-icon icon=\"tabler:chevron-left\"><\/iconify-icon><\/button>\n        <button class=\"embla__control embla__next\"><iconify-icon icon=\"tabler:chevron-right\"><\/iconify-icon><\/button>\n            <\/div>\n        <\/div>\n<p><em>\u0110\u1ea7u t\u01b0 v\u00e0o s\u00e1ch c\u1ee7a Philip Kotler l\u00e0 m\u1ed9t kho\u1ea3n \u0111\u1ea7u t\u01b0 x\u1ee9ng \u0111\u00e1ng cho s\u1ef1 nghi\u1ec7p c\u1ee7a b\u1ea5t k\u1ef3 ai ho\u1ea1t \u0111\u1ed9ng trong l\u0129nh v\u1ef1c kinh doanh v\u00e0 ti\u1ebfp th\u1ecb. M\u1ed7i cu\u1ed1n s\u00e1ch l\u00e0 m\u1ed9t di s\u1ea3n tri th\u1ee9c, cung c\u1ea5p nh\u1eefng c\u00f4ng c\u1ee5 v\u00e0 t\u01b0 duy s\u1eafc b\u00e9n \u0111\u1ec3 b\u1ea1n chinh ph\u1ee5c nh\u1eefng th\u00e1ch th\u1ee9c c\u1ee7a th\u1ecb tr\u01b0\u1eddng. H\u00e3y b\u1eaft \u0111\u1ea7u x\u00e2y d\u1ef1ng t\u1ee7 s\u00e1ch chuy\u00ean m\u00f4n c\u1ee7a b\u1ea1n ngay h\u00f4m nay c\u00f9ng Tiki.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0110\u01b0\u1ee3c m\u1ec7nh danh l\u00e0 &#8220;cha \u0111\u1ebb c\u1ee7a marketing hi\u1ec7n \u0111\u1ea1i&#8221;, Philip Kotler \u0111\u00e3 \u0111\u1ecbnh h\u00ecnh n\u00ean t\u01b0 duy v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb cho nhi\u1ec1u th\u1ebf h\u1ec7 tr\u00ean to\u00e0n c\u1ea7u. C\u00e1c t\u00e1c ph\u1ea9m c\u1ee7a \u00f4ng kh\u00f4ng ch\u1ec9 l\u00e0 gi\u00e1o tr\u00ecnh kinh \u0111i\u1ec3n m\u00e0 c\u00f2n l\u00e0 kim ch\u1ec9 nam th\u1ef1c ti\u1ec5n cho b\u1ea5t k\u1ef3 ai mu\u1ed1n [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":{"0":"post-103330","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-review-sach"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.7 (Yoast SEO v20.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top 15 s\u00e1ch c\u1ee7a Philip Kotler hay nh\u1ea5t n\u00ean \u0111\u1ecdc \u0111\u1ec3 gi\u1ecfi Marketing | TIKI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tiki.vn\/blog\/sach-cua-philip-kotler\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 15 s\u00e1ch c\u1ee7a Philip Kotler hay nh\u1ea5t n\u00ean \u0111\u1ecdc \u0111\u1ec3 gi\u1ecfi Marketing\" \/>\n<meta property=\"og:description\" content=\"\u0110\u01b0\u1ee3c m\u1ec7nh danh l\u00e0 &#8220;cha \u0111\u1ebb c\u1ee7a marketing hi\u1ec7n \u0111\u1ea1i&#8221;, Philip Kotler \u0111\u00e3 \u0111\u1ecbnh h\u00ecnh n\u00ean t\u01b0 duy v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb cho nhi\u1ec1u th\u1ebf h\u1ec7 tr\u00ean to\u00e0n c\u1ea7u. 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