Marketing Japanese Style

(Hardback)

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The Japanese are not the world's greatest marketers. Japanese companies approach and perform marketing within Japan differently than Western firms do within their domestic markets. In fact, marketing to the average Japanese firm is not a priority item. To succeed in Japan, they concentrate instead on production quality and low prices. This fascinating look at the cultural differences, reflected in their marketing practices, reveals the advantages and disadvantages of Japanese marketing practices. The author argues that as the advantages of a protected market and superior production and technology disappear, the Japanese must develop a new marketing process. Examples of both Japanese and foreign firms operating in Japan highlight each section. Marketing Japanese Style examines how Japanese firms actually market to their Japanese customers. Each of the four Ps of marketingproduct, promotion, place, and priceare explored. Japanese cultural, strategic, and negotiation practices are described in detail. An interesting facet of the book is the analysis of keiretsu and sogo shosha, and their place in the marketing structure.

Reviews

.,."Herbig has managed to put together a collection of essays which rather comprehensively addresses a variety of issues concerning japanese marketing behavior."-Journal of Asian Business
...Herbig has managed to put together a collection of essays which rather comprehensively addresses a variety of issues concerning japanese marketing behavior.-Journal of Asian Business
If you have an interest in how Japanese companies market to their Japanese customers, or how Japanese culture influences Japanese marketing practices and makes them truly unique, then Marketing Japanese Style should be on your reading list and your bookshelf for future reference. If your interests lie in examining the impact of culture on commerce, Marketing Japanese Style will provide you with a superb view of one such success model in the unique environment of a modern commercial nation isolated by geography and operating within a single-race society.-Journal of Consumer Marketing
..."Herbig has managed to put together a collection of essays which rather comprehensively addresses a variety of issues concerning japanese marketing behavior."-Journal of Asian Business
"If you have an interest in how Japanese companies market to their Japanese customers, or how Japanese culture influences Japanese marketing practices and makes them truly unique, then Marketing Japanese Style should be on your reading list and your bookshelf for future reference. If your interests lie in examining the impact of culture on commerce, Marketing Japanese Style will provide you with a superb view of one such success model in the unique environment of a modern commercial nation isolated by geography and operating within a single-race society."-Journal of Consumer Marketing

Author Bio

PAUL HERBIG is Professor of Marketing in the Department of Management/Marketing at the Graduate School of International Trade and Business at Texas A&M University. Prior to academia he worked in marketing and management and product management at AT&T, Honeywell, and Texas Instruments. He is the author of Innovation Matrix (Quorum, 1994) and Innovation Japanese Style (Quorum, 1995). His research interests include reputation and market signaling, futuristics, cross-cultural influences on innovation, and Japanese marketing practices.