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Comparing and Contrasting Marketing Assumptions and Advertising Strategies in Japan and the United States: Case Studies - Tapa dura
Críticas
"Dr. Helgert has taken on an imposing task to examine and explain major marketing paradigms that took place in the Japanese business market between 1987 and 1997. Even greater in accomplishment, the author coupled his long established personal knowledge of Japan's culture, politics, language, religion, economic structure and institutionalized marketing practices with significant new research..." - Professor Merten A. Tilley, University of Phoenix"
Reseña del editor
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.
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