Khóa luận tốt nghiệp cử nhân Kinh doanh nghành Kế toán -- Khoa Quốc tế. Đại học Quốc gia Hà Nội, 2013

Nowadays, marketing has become important to business’s success because it makes reputation, sympathy to attract customers, especially it create customers’ need, encourage sales revenues, motivate customers’ loyalty, even bring any good thing for business. Therefore, marketing audit is essential so much to ensure frequently marketing’ effectiveness. In Vietnam, marketing audit has not considered carefully in many domestic business because they have not known how to carry out it. However, in foreign direct investment field, there are some businesses providing large budget for marketing operations thus I desire find out and evaluate marketing operations in one of them by my basic auditing knowledge. Because Honda Vietnam was has located in my ward since I was a child and developed together my growing up, my thesis aim to audit Honda Vietnam’s marketing operations to detect some potential risk in marketing operations of one of the biggest marketing budget in Vietnam.