Japanese Marketing: Towards a Better Understanding
基于日美合作研究，梳理日本市场营销的发展阶段、政府与营销的关系、营销决策与策略及具体实践，并对比美国营销的差异，帮助英语读者理解日本营销的独特之处。
Japanese companies are recognized as world class marketers. Yet, sources of information in English about the development of Japanese marketing and marketing management decisions, strategies, and operations are relatively sparse. This article, the result of Japanese/American collaboration based on the deliberations of a Japanese study team, is designed to help fill this gap. Four main topics are addressed: Stages in the growth of the marketing discipline, the nature of government/marketing relationships, marketing decisions and strategies, and selected practices. Fundamental sociocultural concepts underlying Japanese marketing approaches are discussed, and care is taken to highlight conceptual and operational differences from American marketing.