Research and recommendations about marketing comunication of securities companies in Vietnam

COVER

TABLE OF CONTENT

LIST OF FIGURES

INTRODUCTION

CHAPTER 1. THEORY FOUNDATION ABOUT MARKETING COMMUNICATIONS

1.1. General about Marketing Communications

1.2. Setting Marketing Communication Strategy for Service Firms

1.2.1. Define the Target Audience and Objectives

1.2.2. Divide the Communications Objectives and Target Audiences among the Channels

1.2.3. Define Communications Messages

1.2.4. Put the Communications Mix Together

1.3. Marketing Communication Tools

1.3.1. Advertising

1.3.2. Public Relations

1.3.3. Personal Selling

1.3.4. Sales Promotion

1.3.5. Direct Marketing

1.3.6. E-marketing

CHAPTER 2. RESEARCH ON MARKETING COMMUNICATIONS OF SECURITIES COMPANIES

2.1. Summary about Vietnam securities market and securities companies

2.2. Research on communication tools used by securities companies

2.1.1. Public relations

2.1.2. Advertising

2.1.3. Personal Selling

2.1.4. Sales Promotion

2.1.5. Direct Marketing

2.1.6. E-Marketing

2.3. Survey on efficiency of marketing communication from securities companies and customers behaviour

2.3.1. Aims of survey

2.3.2. Scope of survey and some limitations

2.2.3. Findings

CHAPTER 3. RECOMMENDATIONS

3.1. Define the target audience and objectives of communication

3.1.1. Define the target audience of communication strategy

3.1.2. Define the communication objectives

3.2. Divide the target audience and objectives of communication among the channels

3.3. Define communication messages

3.4. Put communication mix together

3.4.1. General recommendations

3.4.2. Recommendations for particular communication tool

CONCLUSION

REFERENCES

APPENDIX