Kazuo Usui

Marketing and Consumption in Modern Japan

• Broschiertes Buch

Produktbeschreibung

This book explores the development of marketing, consumption and marketing thought in Japan during the twentieth century. It shows how Japan had a long established indigenous traditional approach to marketing, separate from Western approaches, and discusses how the Japanese approach to marketing was applied in the form of new marketing activities, responding to changing patterns of consumption, which contributed considerably to Japan's economic success. The book concludes with a discussion of how Japanese approach to marketing is likely to develop at a time when globalisation and international marketing are having an increasing impact in Japan.

Produktdetails

• Verlag: CRC Press
• Seitenzahl: 216
• Erscheinungstermin: 26. August 2016
• Englisch
• Abmessung: 234mm x 156mm x 15mm
• Gewicht: 395g
• ISBN-13: 9781138205987
• ISBN-10: 1138205982
• Artikelnr.: 45747999

Autorenporträt

Kazuo Usui is a Professor at Saitama University, Faculty of Economics, Japan, and a Visiting Professor at the University of Edinburgh, Business School, UK.

Inhaltsangabe

Introduction Part 1: Marketing and Consumption from c.1905 to 1937
Historical Settings 1. 'Reeks of Butter and Milk'? Marketing of
Western-style Sweets through the Keiretsu Retail Network 2. 'Miss
Shiseido': Marketing an Image with the Help of Keiretsu 3. Lighting as
Enlightenment: Consumer Life with Modern Western Technologies 4. 'Tomorrow
I'll go to Mitsukoshi': The Department Store, a Dream or a Threat of
Modernity? Part 2: Marketing and Consumption, High Economic Growth to the
Present Historical Settings 5. 'Discount is My Philosophy': Consumption of
Everyday Necessities from Super 6. 'Sacred Treasures' for Every Home:
Keiretsu vs. Independent Retailers of Electrical Products 7. Convenience
Stores: Born in America and Revised in Japan Summing up