Marketing in Japan
著者
書誌事項
Marketing in Japan
Butterworth-Heinemann, 1999
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注記
Includes bibliographical references (p. [241]-243) and index
内容説明・目次
内容説明
'Marketing in Japan' is ideal for executives wanting a 'hands-on' guide to entering the Japanese market. If you are already operating any kind of business venture either in Japan or with Japan, or if you hope to do so in the future, this book is for you. It provides business people with all the necessary information about business, including marketing and distribution in Japan. Few Westerners have as thorough and distinguished a background in different areas of Japanese trade as Ian Melville; in addition to several years of exporting to Japan, he teaches Japanese business at Tokyo's Sophia University completing a PhD in the subject at Tokyo University. Marketing in Japan is an important book that will ensure that readers become well equipped to deal with increasing their business in Japan.
目次
- Foreword
- Acknowledgements
- Preface
- Introduction
- Essential background - Business organizations old and new
- Financial markets in the throes of transformation
- Four analysis of structure and strategy - Setting up business in Japan
- Guaranteeing quality in everything you do
- Hiring and keeping local staff
- Networking and other interpersonal business strategies
- Inside the Japanese market - Entering the Japanese market
- In the Japanese market
- Small business
- Establishing a business in Japan
- In the market
- Marketing mechanisms
- Marketing: the Japanese way
- The distribution system
- Direct marketing: non store retailing
- Signs of hope: openings in the Japanese market
- Conclusion
- Appendix
- Abbreviations
- Reference list.
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