Leveraging Japan: Marketing to the New Asia Hardcover - 1999
by George Fields; Hotaka Katahira; Wind
From the rear cover
There has never been a better time to enter Japan. Recent fundamental changes there-especially the shift to a consumer-driven economy-have opened that once insulated market to new ideas and new participants, creating vast opportunities for companies that have the marketing savvy to seize them.
In Leveraging Japan, three men who have had their fingers on the pulse of Asian business for decades examine the new rules of marketing in today's Japan and dissect the best practices of those companies-both foreign and domestic-that are doing it successfully. These authors have helped such industry leaders as American Express, Levi Strauss, KFC, and Procter & Gamble launch their Japanese invasions, claim their market shares, and leverage their newfound expertise for entry into other Asian markets.
Here, you will discover why Japan is currently seeing a dramatic increase in foreign investment. You'll examine the many forces that are changing Japan's economic landscape, including the rise of the single woman as consumer, shifts in regulations, the restructuring of distribution channels, and the growth of the Internet. And you'll look into the cultural and structural aspects of the market that make it so distinctly Japanese.
Leveraging Japan offers plenty of specific marketing insights as well. It includes detailed discussions on market segmentation, branding and positioning, new product development, pricing and promotion, advertising and public relations, cybermarketing, distribution, customer satisfaction, and marketing research. "Points of Leverage" at the end of each chapter are designed to help you think through the book's concepts and adapt the strategies presented to your own particular situation and ambitions.
From the jacket flap
There has never been a better time to enter Japan. Recent fundamental changes there-especially the shift to a consumer-driven economy-have opened that once insulated market to new ideas and new participants, creating vast opportunities for companies that have the marketing savvy to seize them.
In Leveraging Japan, three men who have had their fingers on the pulse of Asian business for decades examine the new rules of marketing in today's Japan and dissect the best practices of those companies-both foreign and domestic-that are doing it successfully. These authors have helped such industry leaders as American Express, Levi Strauss, KFC, and Procter & Gamble launch their Japanese invasions, claim their market shares, and leverage their newfound expertise for entry into other Asian markets.
Here, you will discover why Japan is currently seeing a dramatic increase in foreign investment. You'll examine the many forces that are changing Japan's economic landscape, including the rise of the single woman as consumer, shifts in regulations, the restructuring of distribution channels, and the growth of the Internet. And you'll look into the cultural and structural aspects of the market that make it so distinctly Japanese.
Leveraging Japan offers plenty of specific marketing insights as well. It includes detailed discussions on market segmentation, branding and positioning, new product development, pricing and promotion, advertising and public relations, cybermarketing, distribution, customer satisfaction, and marketing research. "Points of Leverage" at the end of each chapter are designed to help you think through the book's concepts and adapt the strategies presented to your own particular situation and ambitions.
Details
- Title Leveraging Japan: Marketing to the New Asia
- Author George Fields; Hotaka Katahira; Wind
- Binding Hardcover
- Edition 1st edition
- Pages 356
- Volumes 1
- Language ENG
- Publisher Jossey-Bass, San Francisco
- Date 1999-12-27
- Illustrated Yes
- ISBN 9780787946630 / 078794663X
- Weight 1.34 lbs (0.61 kg)
- Dimensions 9.29 x 6.26 x 1.16 in (23.60 x 15.90 x 2.95 cm)
-
Themes
- Cultural Region: Asian - General
- Cultural Region: Asian - Japanese
- Cultural Region: Southeast Asian
- Library of Congress subjects Marketing - Japan, Consumers - Japan - Attitudes
- Library of Congress Catalog Number 99006831
- Dewey Decimal Code 658.800
Media reviews
Citations
- Choice, 10/01/2000, Page 372
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