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CONTRIBUTIONS OF THE THESIS Thesis topic: Application process of Internet Marketing in Vietnamese small and medium enterprises Major: Business Administration (Marketing) Major Code: 62.34.05.01 Research Student: Pham Hong Hoa Student code: NCS26.30MA Supervisor: Nguyen Van Thuong Professor, Ph.D Nguyen Viet Lam Professor, Ph.D The new contributions of thesis: - - - - - - The new contributions of academic, theoretical and practical aspect:  Collecting and identifying processes of applying IM typically in the world today, includes (1) e-commerce marketing (2) Web 4S - marketing, (3) consumer behavior on the Internet and marketing - mix; (4) IM strategy model In which, each process identified the steps, tools, major concerns, and analyzed the advantages and limitations on the ability to deploy in applicating this process in Vietnam Basing on actual investigation, discovering the the most underlying causes that affect to the restriction in applying IM in Vietnamese SMEs VN, including::  Misunderstanding or incomplete about the nature, role, effectiveness, conditions of applying and the tools of IM  Restriction on the ability to perform IM activity, as well as the ability of management in case of outsourcing  The tendency to separate the management of IM from Marketing strategy and Marketing activities in the real environment From the result of investigation, the thesis finds that the more business understand what is right and enough about IM, the better application and result, thus more willing to invest in this activity and vice versa The new proposals drawn from research results The process of applying IM in accordance with peculiarities of SMEs and in the context of Vietnam, in which some new points compared to the existing process are:  Applying the understanding about customer and consumer behavior at every step in the process  Coordinating the steps and tools of traditional MKT with the steps and tools of MKT on the Internet  Content strategy and managing the e-presence The way to build, organize, and exploit information systems of electronics MKT, with emphasizing on two important issues: (1) using the Internet to gather information about behavior at all exposure points, (2) using methods of studying MKT in Internet environment