Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States: Case Studies

Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States: Case Studies

By: Joseph P Helgert (author)Hardback

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Description

This study explores the practice and dynamics of advertising in the second largest democratic economy in the world - Japan. The work examines advertising practices through seven case studies, dramatically framed by individual vignettes written in the style of the Japanese business novel. The case problems and chosen solutions illustrate successful Japanese adaptations of advertising from around the world in addition to advertising practices that are culturally unique to Japan.

About Author

Dr. Helgert is Associate Professor of Communications at Grand Valley State University in Allendale, Michigan.

Contents

Dedication; List of Figures; List of Tables; List of Abbreviations; Foreword; Acknowledgements; Introduction; 1. The Case Method as it is Applied in Japan; 2. Differences in Japanese Advertising; 3. [Soledad K.K.]: Convincing the Japanese They Need Personal Computers; 4. [Japan Bowling Conference]: How to Create Media Outlets in a Media-Dominated Market; 5. [Stewart's]: How to Cope with Brand Success When Space Runs Out; 6. [Matronix]: Creating a Trustworthy Image in a Skeptical Market; 7. [Shinmoto]: Understanding Lifestyles to Pique Interest in a Declining Brand; 8. [Atlas]: Transplanting a Strong American Brand Image; 9. [Gerhardt's]: Restoring Lustre to a Popular Brand; 10. Strategies for a Changing Japan; Bibliography; Index; Japanese Glossary.

Product Details

  • ISBN13: 9780773459045
  • Format: Hardback
  • Number Of Pages: 142
  • ID: 9780773459045
  • ISBN10: 0773459049

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