Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States: Case Studies - Hardcover

Helgert, Joseph P

Hardcover

ISBN 10: 0773459049 ISBN 13: 9780773459045

Publisher: Edwin Mellen Press Ltd, 2006

Synopsis

This study explores the practice and dynamics of advertising in the second largest democratic economy in the world - Japan. The work examines advertising practices through seven case studies, dramatically framed by individual vignettes written in the style of the Japanese business novel. The case problems and chosen solutions illustrate successful Japanese adaptations of advertising from around the world in addition to advertising practices that are culturally unique to Japan.

About this title

Review

"Dr. Helgert has taken on an imposing task to examine and explain major marketing paradigms that took place in the Japanese business market between 1987 and 1997. Even greater in accomplishment, the author coupled his long established personal knowledge of Japan's culture, politics, language, religion, economic structure and institutionalized marketing practices with significant new research..." - Professor Merten A. Tilley, University of Phoenix"

About the Author

Dr. Helgert is Associate Professor of Communications at Grand Valley State University in Allendale, Michigan.

Edition details

• Publisher: Edwin Mellen Press Ltd
• Publication date: 2006
• Language: English
• ISBN 10: 0773459049
• ISBN 13: 9780773459045
• Binding: Hardcover
• Number of pages: 142