[FONT="]TABLE OF CONTENTS

[FONT="]Acknowledgments i

[FONT="]Abstract ii

[FONT="]Table of contents iii

[FONT="]List of Figures v

[FONT="]List of Tables vi

[FONT="]List of Appendices vii

[FONT="]CHAPTER 1 INTRODUCTION

[FONT="] 1.1 Statement of the Problem 1

[FONT="] 1.2 Objectives of the Study 1

[FONT="] 1.3 Scope of the Study 2

[FONT="] 1.4 Methodology 2

[FONT="]CHAPTER 2 LITERATURE REVIEW

[FONT="] 2.1 Strategy and Strategic Management 5

[FONT="] 2.2 Marketing Strategy for a Business Service Firm 6

[FONT="] 2.2.1 Market Segmentation 7

[FONT="] 2.2.2 Marketing Mix Strategy 7

[FONT="] 2.3 The Concept of Effective Marketing Strategy 10

[FONT="] 2.4 Consultancy Industry 11

[FONT="] 2.5 Tourism and Construction 12

[FONT="] 2.5.1 Tourism Industry 12

[FONT="] 2.5.2 Construction Industry 13

[FONT="]CHAPTER 3 CONCEPTUAL FRAMEWORK

[FONT="] 3.1 Environmental Analysis 14

[FONT="] 3.1.1 External Analysis 16

[FONT="] 3.1.2 Internal Analysis 18

[FONT="] 3.2 Vision, Mission and Objectives 18

[FONT="] 3.3 Formulating Marketing Strategies 21

[FONT="] 3.3.1 Market Segmentation 22

[FONT="] 3.3.2 Marketing Mix 22

[FONT="] 3.3.3 Competitive Strategy 23

[FONT="] 3.3.4 Strategic Client-Consultant Partnership 24

[FONT="] 3.3.5 Organization Strategy 24

[FONT="] 3.4 Implementing Marketing Strategies 24

[FONT="] 3.5 Controlling Marketing Strategies 26

[FONT="]CHAPTER 4 MARKETING ACTIVITIES

[FONT="] 4.1 Marketing Activities in the VFCFIs 27

[FONT="] 4.1.1 Marketing activities in the selected firms 28

[FONT="] 4.1.2 Services for foreign investors in tourism and construction 32

[FONT="] 4.1.3 Marketing activities in other consulting firms 34

[FONT="] 4.2 Need of the effective marketing strategies in the VFCTFIs 36

[FONT="]CHAPTER 5 AN APPROACH TO EFFECTIVE MARKETING STRATEGIES

[FONT="] 5.1 Environmental Analysis 41

[FONT="] 5.1.1 External Analysis 41

[FONT="] 5.1.2 Internal Analysis 47

[FONT="] 5.2 Vision, Mission and Objectives 53

[FONT="] 5.3 Formulating marketing strategies 54

[FONT="] 5.3.1 Market Segmentation 55

[FONT="] 5.3.2 Marketing Mix 56

[FONT="] 5.3.3 Competitive Strategy 58

[FONT="] 5.3.4 Strategic Client-Consultant Partnership 59

[FONT="] 5.3.5 Organization Strategy 59

[FONT="] 5.4 Implementing and Controlling marketing strategies 60

[FONT="]CHAPTER 6 EMPIRICAL LESSONS FROM SOME FOREIGN CONSULTANT FIRMS

[FONT="] 6.1 Case 1 : DataConsult - Bangkok 65

[FONT="] 6.2 Case 2 : Vatico - Hanoi 68

[FONT="]CHAPTER 7 RECOMMENDATIONS AND CONCLUSION

[FONT="] 7.1 Recommendations 70

[FONT="] 7.2 Conclusions 73

[FONT="] 7.3 Recommendations for further study 74

[FONT="]REFERENCES [FONT="]75

[FONT="]APPENDICES [FONT="]7