9780415323130

Marketing and Consumption in Modern Japan

by: ;
  • ISBN 13:

    9780415323130

  • ISBN 10:

    0415323134

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 03/13/2014
  • Publisher: Routledge

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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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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