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Marketing and Consumption in Modern Japan: 122 (Routledge Studies in the Growth Economies of Asia) - Hardcover
Book 118 of 156: Routledge Studies in the Growth Economies of Asia
Synopsis
This book explores the development in Japan throughout the twentieth century of marketing and consumerism. It shows how Japan had a long established indigenous traditional approach to marketing, separate from Western approaches to marketing, and discusses how the Japanese approach to marketing was applied in the form of new marketing activities, which, responding to changing patterns of consumption, contributed considerably to Japan's economic success. The book concludes with a discussion of how Japanese approach to marketing is likely to develop at a time when globalisation and international marketing are having an increasing impact in Japan.
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About the Author
Kazuo Usui is a Professor at Saitama University, Faculty of Economics, Japan, and a Visiting Professor at the University of Edinburgh, Business School, UK.
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Marketing and Consumption in Modern Japan (Routledge Studies in the Growth Economies of Asia)
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MARKETING AND CONSUMPTION IN MODERN JAPAN (HB 2014)
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