Leveraging Japan : marketing to the new Asia - Fields, George; Katahira, Hotaka, 1948-; Wind, Yoram (San Francisco : Jossey-Bass, 2000)
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.
Includes bibliographical references (p. 295-311) and index
Keywords: Marketing -- Japan; Marketing -- Asia; Consumers -- Japan -- Attitudes; Consumers -- Asia -- Attitudes