Leveraging Japan: Marketing to the New Asia

There has never been a better time to enter Japan. Recent fundamental changes there–especially the shift to a consumer–driven economy–have opened that once insulated market to new ideas and new participants, creating vast opportunities for companies that have the marketing savvy to seize them.
In Leveraging Japan, three men who have had their fingers on the pulse of Asian business for decades examine the new rules of marketing in today′s Japan and dissect the best practices of those companies–both foreign and domestic–that are doing it successfully. These authors have helped such industry leaders as American Express, Levi Strauss, KFC, and Procter & Gamble launch their Japanese invasions, claim their market shares, and leverage their newfound expertise for entry into other Asian markets.
Here, you will discover why Japan is currently seeing a dramatic increase in foreign investment. You′ll examine the many forces that are changing Japan′s economic landscape, including the rise of the single woman as consumer, shifts in regulations, the restructuring of distribution channels, and the growth of the Internet. And you′ll look into the cultural and structural aspects of the market that make it so distinctly Japanese.
Leveraging Japan offers plenty of specific marketing insights as well. It includes detailed discussions on market segmentation, branding and positioning, new product development, pricing and promotion, advertising and public relations, cybermarketing, distribution, customer satisfaction, and marketing research. "Points of Leverage" at the end of each chapter are designed to help you think through the book′s concepts and adapt the strategies presented to your own particular situation and ambitions.

Spis treści:
Preface Acknowledgements About the Authors
1. The Fourth Rush
2. From Shoji Screen to Sheet Glass––Forces Shaping the Japanese Market
3 . The Japanese Gateway to Asia
4. Strategies for Entering Japan and Asia
5. From "Tap Water" Marketing to Tapping Markets
6. From Power to Finesse––Segmentation, Positioning, and Branding
7. Starting with the Customer––Developing Products and Services
8. The Discovery of Value––Pricing and Promotion
9. Goodbye to Greeting––New Rules of Communications, Advertising, and Public Relations
10. The Rise of Cybermarketing
11. Breaking the Labyrinth––New Rules of Distribution
12. Beyond Bowing––New Rules of Customer Satisfaction and Value Creation
13. New Rules of Marketing Research
Conclusion: Leveraging the Future

Nota biograficzna:
GEORGE FIELDS is president of Fields Associates, a Tokyo–based firm consulting on Japanese markets. The author of three best–selling books on Japan, he has been named by Fortune magazine as one of the "25 People You Ought to Know in Asia." He lives in Tokyo, Japan. HOTAKA KATAHIRA was and remains the first marketing professor at the University of Tokyo and is a business consultant specializing in brand management. JERRY WIND, marketing professor at the Wharton School, is an authority on global marketing strategy and a frequent lecturer and consultant in Japan and other Asian countries. He lives in Philadelphia, Pennsylvania.

Okładka tylna:
There has never been a better time to enter Japan. Recent fundamental changes there–especially the shift to a consumer–driven economy–have opened that once insulated market to new ideas and new participants, creating vast opportunities for companies that have the marketing savvy to seize them.
In Leveraging Japan, three men who have had their fingers on the pulse of Asian business for decades examine the new rules of marketing in today′s Japan and dissect the best practices of those companies–both foreign and domesticR 11;that are doing it successfully. These authors have helped such industry leaders as American Express, Levi Strauss, KFC, and Procter & Gamble launch their Japanese invasions, claim their market shares, and leverage their newfound expertise for entry into other Asian markets.
Here, you will discover why Japan is currently seeing a dramatic increase in foreign investment. You′ll examine the many forces that are changing Japan′s economic landscape, including the rise of the single woman as consumer, shifts in regulations, the restructuring of distribution channels, and the growth of the Internet. And you′ll look into the cultural and structural aspects of the market that make it so distinctly Japanese.
Leveraging Japan offers plenty of specific marketing insights as well. It includes detailed discussions on market segmentation, branding and positioning, new product development, pricing and promotion, advertising and public relations, cybermarketing, distribution, customer satisfaction, and marketing research. "Points of Leverage" at the end of each chapter are designed to help you think through the book′s concepts and adapt the strategies presented to your own particular situation and ambitions.