Leveraging Japan: marketing to the new Asia
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Abstract
Preface Acknowledgements About the Authors The Fourth Rush From Shoji Screen to Sheet Glass Forces Shaping the Japanese Market The Japanese Gateway to Asia Strategies for Entering Japan and Asia From Tap Water Marketing to Tapping Markets From Power to Finesse Segmentation, Positioning, and Branding Starting with the Customer Developing Products and Services The Discovery of Value Pricing and Promotion Goodbye to Greeting New Rules of Communications, Advertising, and Public Relations The Rise of Cybermarketing Breaking the Labyrinth New Rules of Distribution Beyond Bowing New Rules of Customer Satisfaction and Value Creation New Rules of Marketing Research Conclusion: Leveraging the Future .