紹介
Japan is reeling from the blow of Asia's economic crises, but nobody is writing her off. She remains the second largest market in the world and is the gateway for Western business moving into other Asian markets. Western companies will continue to stake and build their presence in Japan for three reasons: Japan's shift from a manufacturing to a consumer-driven economy creates unprecedented marketing opportunities; Japanese companies are among Asia's most significant players; and Japan gives insights into the evolution of emerging Asian markets.
目次
Preface
Acknowledgements
About the Authors
The Fourth Rush
From Shoji Screen to Sheet Glass Forces Shaping the Japanese Market
The Japanese Gateway to Asia
Strategies for Entering Japan and Asia
From Tap Water Marketing to Tapping Markets
From Power to Finesse Segmentation, Positioning, and Branding
Starting with the Customer Developing Products and Services
The Discovery of Value Pricing and Promotion
Goodbye to Greeting New Rules of Communications, Advertising, and Public Relations
The Rise of Cybermarketing
Breaking the Labyrinth New Rules of Distribution
Beyond Bowing New Rules of Customer Satisfaction and Value Creation
New Rules of Marketing Research
Conclusion: Leveraging the Future
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