Leveraging Japan : marketing to the new Asia /
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| Author / Creator: | Fields, George. |
|---|---|
| Imprint: | San Francisco : Jossey-Bass, c2000. |
| Description: | xxi, 328 p. : ill. ; 24 cm. |
| Language: | English |
| Series: | Jossey-Bass business & management series |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4147555 |
Table of Contents:
- Preface
- Acknowledgments
- About the Authors
- 1.. The Fourth Rush
- 2.. From Shoji Screen to Sheet Glass--Forces Shaping the Japanese Market
- 3.. The Japanese Gateway to Asia
- 4.. Strategies for Entering Japan and Asia
- 5.. From "Tap Water" Marketing to Tapping Markets
- 6.. From Power to Finesse--Segmentation, Positioning, and Branding
- 7.. Starting With the Customer--Developing Products and Services
- 8.. The Discovery of Value--Pricing and Promotion
- 9.. Goodbye to Greetings--New Rules of Communications, Advertising, and
- Public Relations
- 10.. The Rise of Cybermarketing
- 11.. Breaking the Labyrinth--New Rules of Distribution
- 12.. Beyond Bowing--New Rules of Customer Satisfaction and Value Creation
- 13.. New Rules of Marketing Research
- Conclusion: Leveraging the Future
- Notes
- Index