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Marketing in Japan: revised edition of Japan's market and foreign business

Author: Ballon, Robert J. Publisher: Sophia University/Kodansha International, 1973.Edition: Rev. edLanguage: EnglishDescription: 200 p ; 24 cm.ISBN: 0870112007Type of document: BookNote: Rev. ed. of Japan's market and foreign business published in 1971Bibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due
Book Doriot Library
Main Collection
Print HF5410.42 .J3 M37 1973
(Browse shelf)
001320946
Available

Rev. ed. of Japan's market and foreign business published in 1971

Includes bibliographical references and index

Digitized

Marketing in Japan
The Revised Edition of Japan's
Market and Foreign Business
Contents
CONTRIBUTORSii
PREFACEVii
LIST OF EXHIBITSXV
Part ISETTING UP IN JAPAN
Chapter one: "OUR MARKETING MAN IN JAPAN..."3
Robert J.. Ballon
Discovering Japan and the Japanese market5
Becoming part of the vertical society12
Changing with changing Japan22
Chapter two: YOUR PRESENCE IN JAPAN29Eugene H. Lee
Non-corporate presence30
Direct sales30
The representative32
Corporate presence37
The branch office37
The subsidiary41
Joint-venture company43
Trademarks44
Chapter three : ANTIMONOPOLY REGULATION OF
MARKETING47
Mitsuo Matsushita and Eugene H. Lee
Pricing activities49
Horizontal price fixing49
Vertical price fixing and resale price maintenance52
Price discrimination and dumping54
Channels of distribution56
Use of trademarks58
Contractual restrictions59
Advertisement and sale with premiums63
Appendices67
Part IITHE JAPANESE CONSUMER
Chapter four : HOW HOMOGENEOUS IS
THE JAPANESE MARKET?75
Hideo Goto
Geographical structure and population76
Size and standards of markets81
Trends in consumer markets83
Markets by income and age levels87
Chapter five: SEAWEED OR BREAD FOR BREAKFAST?93
Andrew Watt and Mihoko Aihara
Overall trends94
Kitchen facilities and cooking methods97
What's on the menu?99
Bread103
Fish105
Meat106
Vegetables and fruit108
Dairy products110
Soup products112
Soft drinks113
Tea and coffee115
Confectionery and snack foods116
Receptivity to innovation118
Part IIIMARKETING STRATEGY FOR JAPAN
Chapter six : TELEVISION GENERATION123
Jose M. de Vera
TV ownership123
TV and daily life13o
How people react to commercials138
Chapter seven: CREATIVITY IN ADVERTISING145
Tomokiyo Yamada
Where to get your advertising created146
Japanese copy147
How to get control over the Japanese copy149
Testing the copy149
The name is the game150
Technique of Japanese copywriting150
Kana, Kanji, English mix151
The Japanese approach to copy153
Advertising art155
How to orient yourself to a layout155
How to make sense out of Japanese typography156
How photography buying is different157
Illustration, cartoons, design158
How to select models159
How art work is done160
Newspapers, magazines, and other printing160
Producing television commercials161
To pick up or not to pick up163
Chapter eight : INSTITUTIONAL PROMOTION
-A CASE STUDY-167
Yoturo Kobayashi
Company and market167
Marketing plans175
Promoting "Xerox"177
Setting objectives178
Promotional mix181
Advertising184
Choice among advertising media185
Process of advertising activities187
The role of the advertising agency188
Organization190
Measuring effectiveness191
INDEX195

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