×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Leveraging Japan: Marketing to the New Asia / Edition 1
     

Leveraging Japan: Marketing to the New Asia / Edition 1

by George Fields, Hotaka Katahira, Jerry Wind, Robert E. Gunther
 

ISBN-10: 078794663X

ISBN-13: 9780787946630

Pub. Date: 12/03/1999

Publisher: Wiley

Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other

Overview

Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other growing Asian markets. In Leveraging Japan, three leading authorities on market strategy and Japan present the new rules of Japanese marketing and discuss the evolution of other emerging Asian markets. These experts then share the same strategies that they've used to help American Express, Avon, Levi Strauss, and KFC, among other multinational companies, successfully establish a presence in Japan and leverage that presence to enter other Asian markets.

To read the first chapter from this book, click here.

Product Details

ISBN-13:
9780787946630
Publisher:
Wiley
Publication date:
12/03/1999
Series:
Jossey-Bass Business and Management Series
Pages:
328
Product dimensions:
4.86(w) x 7.87(h) x 1.15(d)

Table of Contents

Preface Acknowledgements About the Authors
1. The Fourth Rush
2. From Shoji Screen to Sheet Glass—Forces Shaping the Japanese Market
3. The Japanese Gateway to Asia
4. Strategies for Entering Japan and Asia
5. From "Tap Water" Marketing to Tapping Markets
6. From Power to Finesse—Segmentation, Positioning, and Branding
7. Starting with the Customer—Developing Products and Services
8. The Discovery of Value—Pricing and Promotion
9. Goodbye to Greeting—New Rules of Communications, Advertising, and Public Relations
10. The Rise of Cybermarketing
11. Breaking the Labyrinth—New Rules of Distribution
12. Beyond Bowing—New Rules of Customer Satisfaction and Value Creation
13. New Rules of Marketing Research
Conclusion: Leveraging the Future

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews