MARKETING WORKSHOP: “B2B Marketing: Managing Complexity with Models”


Time: 09h00 - 12h00 / 13.5.2016
Venue: Hotel de l'Opera Hanoi - MGallery Collection
29 Trang Tien , Hanoi


How do you analyze a B-to-B company ecosystem and select a business model?
How do you initiate and manage R&D with the product portfolio?
How do you design a B2B distribution network?
How do you enhance customers’ experience and support the sales staff?

B2B Marketing Managers face a growing complexity: Multiple actors in their business field, diversity of buying processes, inflating number of Medias, wide information to customers… Based on his new book “B2B Marketing; 16 decisions, 86 tools”, Marc Divine will impart some models which help define strategy and customer operations.


Dr. Marc Diviné

Marketing professor at IAE Paris Sorbonne/ CFVG MMSS program

Marc Diviné is the founder of A2Z-Innovation, a consulting and training company established in 2009 that specializes in B-to-B strategic development and sales revenue growth. He has held multiple executive positions in multinational companies in charge of operational marketing and business development. Marc was an Associate Professor of B2B Marketing and Management of Innovation at Paris University of Sorbonne. He earned his Ph.D. in engineering at ECP and MBA at HEC Business School.


Vu Minh Tri

Vu Minh Tri

Microsoft Vietnam Country Manager

As Microsoft Vietnam’s Country Manager, Mr. Vu Minh Tri is responsible for managing Microsoft’s business strategy, operations, and development initiatives in the Vietnamese market. Tri leads organization of all employees in Vietnam subsidiary and also supervises operations and internal Information Technology that support the work of Microsoft in the local market. Vu Minh Tri has extensive business management experience in a number of multi-national corporations and has a deep understanding of the technology industry. Prior to joining Microsoft, Tri was the Regional Head of Indochina & Thailand at Qualcomm Incorporated. Before joining Qualcomm, Vu Minh Tri was General Director of Yahoo! Vietnam Co. Ltd., where he was responsible for overseeing Yahoo!’s end-to-end management & operations in Vietnam. Tri was integral in positioning Yahoo! as the “Internet starting point” for consumers; a must-buy for advertisers and a partner of choice for publishers and developers. He was also successful in securing a business license in Vietnam – the first and only international Internet Company to do so up to now.

Prior to Yahoo!, Vu Minh Tri was General Manager of Sony Ericsson Vietnam where he helped achieve triple-digit growth in volume and revenue, while doubling the manufacturer’s market share two-fold. Tri established a strong foundation for sustained growth for the organization via the development of an optimal distribution model that enabled Sony Ericsson products to reach consumers in an even more direct, effective manner. Vu Minh Tri holds a BSc degree of Petro-Chemical Engineering from Ho Chi Minh Polytechnic University. Vu Minh Tri completed his MBA in Marketing and Organizational Development at Asian Institute of Technology.

This workshop provides a toolkit dedicated to B2B marketing managers and students who want to join this community. It details 16 decisions and proposes 86 tools to guide decision-making. Example tools include the Role Map of Business Field Actors, the Purchase Process Model, the Ideation Sources and Impacts, the Offerings Cube, the Priority Pricing Method, etc. The workshop also introduces the most popular tools identified in the academic literature, such as the IMP, ARA, Ansoff, Porter….and provide a thorough means to evaluate a company’s B-to-B marketing approach and helps to select tools to make practical decisions. 

Free Entry for 50 English speaking participants, preferred Marketing professionals

Language: English

For more information, please contact: / Tel: 04-3-8691066 (Ext. 22)  


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19, April, 2016