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Leveraging Japan: Marketing to the New Asia
George Fields
€ 57.05
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Description for Leveraging Japan: Marketing to the New Asia
Hardcover. Provides strategies for entering the Japanese market and for using Japan as a springboard to enter other growing Asian markets. The text includes coverage of positioning, pricing, advertising, and merchandising. Num Pages: 328 pages, index. BIC Classification: 1FPJ; KC; KFF; KJMV7. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 200 x 123 x 29. Weight in Grams: 218.
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.
To read the first chapter from this book, click here.
To read the first chapter from this book, click here.
Product Details
Format
Hardback
Publication date
2000
Publisher
John Wiley & Sons Inc United States
Number of pages
328
Condition
New
Number of Pages
356
Place of Publication
New York, United States
ISBN
9780787946630
SKU
V9780787946630
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About George Fields
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. JERRY WIND, marketing professor at the Wharton School, is an authority on global marketing strategy and a frequent lecturer and consultant in Japan and other Asian countries. He lives in Philadelphia, Pennsylvania.
Reviews for Leveraging Japan: Marketing to the New Asia
"Although the Japanese economy overall may be slow in recovering, foreign companies are now finding that business opportunities here have never been better. Read this book to discover how best to leverage your business presence in the world's second largest market."
Glen S. Fukushima, president, American Chamber of Commerce in Japan "Leveraging Japan combines an analysis of current Japanese market trends with a primer on how foreign businesses can successfully operate in the labyrinth of rules that govern that market."
Peter B. Frank, director of global integration, PriceWaterhouseCoopers "If you are in Japan or planning to enter-and perhaps especially if you have decided not to enter-this book is required reading. It shows that many of the things we thought we knew about the Japanese market are no longer true. For companies with the right strategies, the opportunities in this market may be greater than ever."
Kenichi Ohmae, managing director, Ohmae & Associates, Inc., Tokyo "An excellent book! Leveraging Japan is written with total clarity to explain the complexities and intricacies of business practice in the New Asia. Fields, Hotaka, and Wind present a practical approach to doing business there that has eluded many for decades."
Y.Y. Wong, founder and chairman, The Wywy Group of Companies, Republic of Singapore "These authors have done a fine job of highlighting the enormous potential of the Japanese consumer market and the profound changes that it is undergoing. Leveraging Japan points out cultural differences in consumer attitudes and potential pitfalls for foreigners without taking the cultural argument too far."
Ulrich Cartellieri, board member, the Deutsche Bank, Frankfurt
Glen S. Fukushima, president, American Chamber of Commerce in Japan "Leveraging Japan combines an analysis of current Japanese market trends with a primer on how foreign businesses can successfully operate in the labyrinth of rules that govern that market."
Peter B. Frank, director of global integration, PriceWaterhouseCoopers "If you are in Japan or planning to enter-and perhaps especially if you have decided not to enter-this book is required reading. It shows that many of the things we thought we knew about the Japanese market are no longer true. For companies with the right strategies, the opportunities in this market may be greater than ever."
Kenichi Ohmae, managing director, Ohmae & Associates, Inc., Tokyo "An excellent book! Leveraging Japan is written with total clarity to explain the complexities and intricacies of business practice in the New Asia. Fields, Hotaka, and Wind present a practical approach to doing business there that has eluded many for decades."
Y.Y. Wong, founder and chairman, The Wywy Group of Companies, Republic of Singapore "These authors have done a fine job of highlighting the enormous potential of the Japanese consumer market and the profound changes that it is undergoing. Leveraging Japan points out cultural differences in consumer attitudes and potential pitfalls for foreigners without taking the cultural argument too far."
Ulrich Cartellieri, board member, the Deutsche Bank, Frankfurt