Leveraging Japan : marketing to the new Asia
著者
書誌事項
Leveraging Japan : marketing to the new Asia
（The Jossey-Bass business & management series）
Jossey-Bass, c2000
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注記
Other authors: Hotaka Katahira, Jerry Wind ; with Robert E. Gunther
Includes bibliographical references (p. 295-311) and index
収録内容
- 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
- Good-bye to greetings : 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
内容説明・目次
内容説明
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.
目次
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
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