| Leveraging Japan: Marketing to the New Asia Contributor(s): Fields, George (Author), Katahira, Hotaka (Joint Author), Wind, Jerry (Joint Author) |
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ISBN: 078794663X ISBN-13: 9780787946630 Publisher: John Wiley & Sons OUR PRICE: $40.50 Product Type: Hardcover Published: December 1999 Annotation: 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 ownparticular situation and ambitions. |
| Additional Information |
| BISAC Categories: - Business & Economics | International - Marketing - Business & Economics | Exports & Imports - Business & Economics | Decision Making & Problem Solving |
| Dewey: 658.800 |
| LCCN: 99006831 |
| Series: Jossey-Bass Business & Management |
| Physical Information: 1.16" H x 6.26" W x 9.29" (1.34 lbs) 356 pages |
| Themes: - Cultural Region - Asian - Cultural Region - Japanese - Cultural Region - Southeast Asian |
| Descriptions, Reviews, Etc. |
| Publisher Description: Japan leidet zwar noch unter dem Schlag der Wirtschafts- und Finanzkrise in Asien, aber es bleibt der zweitgrö te Markt der Welt und für westliche Unternehmen das Tor in andere asiatische Märkte. Westliche Unternehmen halten weiterhin am Standort Japan fest, und zwar aus drei Gründen: 1. Japan hat sich von einer fertigungsorientierten Wirtschaft in eine konsumorientierte verwandelt, wodurch Marketingchancen ungeahnten Ausma es entstehen. 2. Japanische Unternehmen gehören zu den Spitzenspielern der asiatischen Wirtschaft. 3. Japan liefert Informationen, wie sich die künftige Entwicklung der Emerging Markets in Asien vollziehen wird. Leveraging Japan ist das erste Buch, das im Nachgang zur aktuellen Asienkrise die grundlegenden Verlagerungen im japanischen Markt analysiert und die Chancen untersucht, die sich hieraus für westliche Unternehmen in Japan oder in anderen asiatischen Ländern ergeben. |