A01=Paul Herbig
Advertising and Sales
Author_Paul Herbig
Business: Marketing
Category=KJK
Category=KJS
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_nobargain
eq_non-fiction
Product details
- ISBN 9781567200096
- Weight: 737g
- Dimensions: 156 x 235mm
- Publication Date: 20 Nov 1995
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: 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 marketing—product, promotion, place, and price—are 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.
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.
