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Marketing and Consumption in Modern Japan,9780415323130
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Marketing and Consumption in Modern Japan

by ;
Edition:
1st
ISBN13:

9780415323130

ISBN10:
0415323134
Format:
Hardcover
Pub. Date:
3/13/2014
Publisher(s):
Routledge

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This is the 1st edition with a publication date of 3/13/2014.
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Summary

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


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