Leveraging Japan: Marketing to the New Asia

Hardcover | December 3, 1999

byGeorge Fields, Hotaka Katahira, Yoram (Jerry) Wind

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Japan''s current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world''s second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other growing Asian markets. In Leveraging Japan, three leading authorities on market strategy and Japan present the new rules of Japanese marketing and discuss the evolution of other emerging Asian markets. These experts then share the same strategies that they''ve used to help American Express, Avon, Levi Strauss, and KFC, among other multinational companies, successfully establish a presence in Japan and leverage that presence to enter other Asian markets.

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Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other growing Asian markets. In Leveragi...

From the Jacket

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 exami...

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. JE...

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Format:HardcoverDimensions:328 pages, 7.87 × 4.86 × 1.15 inPublished:December 3, 1999Publisher:WileyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:078794663X

ISBN - 13:9780787946630

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Extra Content

Table of Contents

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