Marketing in our new concept will have connection to firm leadership and therefore it will play a vital role to reduce failures in corporate governance system and especially, contribution to risk management system in enterprises after the global crisis and compounding impacts from Covid 19 and China-Trump commerce war.

In response to strategies of competitors, each company has to find out suitable marketing strategy. It will depend on sizes of competitors big or medium or small, then our firm will design competitive marketing plans. Big companies such as Walmart, HSBC or Alibaba even local banks or companies will identify their close competitors to deliver marketing, advertising and sale solutions to protect market share.

To some extent, marketing concepts are quite close to leadership perspectives in the company. Good leadership will require better marketing tools, models and plans. And vice versa, effective marketing and advertising channels will ensure market positioning of firms.

For global as well as local businesses, analyzing main factors that affect their marketing strategies to response to risks from competitors and to increase customer satisfaction is meaningful. Moreover, the linkage between marketing strategy efficiency and leadership position in a firm also needed to be discuss. Last but not least, specialists and researchers from manufacturing, commerce and services industries may present various viewpoints on marketing plans to respond to firm competitors.

This book plays a role both as a consulting book to use in marketing management in many kinds of business, government agencies, and as a teaching book for Professors and students (last year undergraduates and graduates/MBA/PhD). It will provide many case studies and case questions in Vietnam, and instructions for case discussion in class as well. In future, its ambition is developing more many international case studies for readers and students.

The concepts, theories and practices of marketing shown in the title for part one of this book: Theories, Practices and Perspectives in Marketing in Banking and Other Industries: Investment-Finance -Commerce-Tourism-Airlines-Hotels-Manufacturing-Hardware-Medicine-Agriculture-Electric & Water-Gas & Oil and Other Industries, then, its following Case Studies and Recommendations are presented in next parts.

Although the book is suitable for developing countries, esp. It uses cases from Vietnam and US market, its theories, standards and principles can be applied for various relating organizations in other countries and markets, in the context of compounding impacts from Covid 19 and China-US commerce war.

Also, though this book is written for banks and other industries including tourism, airlines and hotels, medicine, real estate and retail, manufacturing, technology and renewable energy firms, most of other companies and government-related bodies can also see implications for their policies and practices in this version. This is another goal of this book presence.

To contribute to build a better marketing policies in Vietnam and emerging markets context, esp. the above industries, we divide the book into three (3) sessions in which session two (2) presents our case studies on marketing in specific industries, then suggestions and general principles will be recommended in session three.

Realistic Marketing Strategy in Governance And Responses To Competitor Risks Cases in Banking -Investment -Finance -Commerce -Tourism -Airlines -Hotels -Hardware -Medicine - Agriculture -Manufacturing -Electric & Water -Gas & Oil and Other Industries After - pocket, Engelska, 2022