Leveraging Japan :
Fields, George.
Leveraging Japan : marketing to the new Asia / George Fields, Hotaka Katahira, Jerry Wind with Robert E. Gunther. - San Francisco : Jossey-Bass, 2000. - xxi, 328 p. : ill. ; 24 cm. - Jossey-Bass business & management series .
Includes bibliographical references (p. 295-311) and index.
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.
078794663X
Marketing--Japan
Marketing--Asia
Consumers--Attitudes--Japan
Consumers--Attitudes--Asia
HF5415.12.J3
658.8/0095
Leveraging Japan : marketing to the new Asia / George Fields, Hotaka Katahira, Jerry Wind with Robert E. Gunther. - San Francisco : Jossey-Bass, 2000. - xxi, 328 p. : ill. ; 24 cm. - Jossey-Bass business & management series .
Includes bibliographical references (p. 295-311) and index.
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.
078794663X
Marketing--Japan
Marketing--Asia
Consumers--Attitudes--Japan
Consumers--Attitudes--Asia
HF5415.12.J3
658.8/0095