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'Marketing in Japan' is ideal for executives wanting a 'hands-on' guide to entering the Japanese market. If you are already operating any kind of business venture either in Japan or with Japan, or if you hope to do so in the future, this book is for you. It provides business people with all the necessary information about business, including marketing and distribution in Japan. Few Westerners have as thorough and distinguished a background in different areas of Japanese trade as Ian Melville; in addition to several years of exporting to Japan, he teaches Japanese business at Tokyo's Sophia University completing a PhD in the subject at Tokyo University. Marketing in Japan is an important book that will ensure that readers become well equipped to deal with increasing their business in Japan.
This is the only book of its kind - written by an anthropologist who spent twelve months doing fieldwork in a major Tokyo agency and who has spent the past 30 years studying and living in Japan. By examining the production of advertising, this book turns other semiotics, media and cultural studies theories on their heads. By analysing the social structure of a modern media organization from the inside, it makes anthropology relevant and intellectually stimulating. By treating the Japanese as a more-or-less normal and rational people, it explodes the usual myths of exotic Japan and steps boldly into a global arena that embraces 'east' and 'west' in a new theory of values.
Advertising and Reality: A Global Study of Representation and Content offers, for the first time, an extensive study of the way our life is represented in advertising. Leading scholars from different countries, who specialize in marketing communication and media studies, review and analyze different advertising contents and give us a truly cross-cultural view of the matter. Among the contents that are thoroughly discussed throughout the book one finds sexuality, violence, family activities, gender roles, vocations, minorities roles, periodical reconstruction and more. This book provides an up-to-date picture of the way modern life is portrayed in the most popular format of marketing communication worldwide.
First book of its kind to examine images of women in Japanese consumerism. Explores a variety of media targeted at women - in particular magazines, but also television, popular literature and consumer trends. Covers visual and print media.
In the first, 1987, edition of this book, Dr. Higashi and Dr. Lauter have discussed and analyzed the initial stages of the internationalization process The authors with Michio Watanabe at a reception in Hakone, Japan, 1988. xvi THE INTERNATIONALIZATION OF THE JAPANESE ECONOMY of the Japanese economy as it had evolved between 1985 and 1986. In this, the second, edition, they explore the developments during 1985-1988 and show how the gradual transformation of the economy from export-Ied to domestic demand-Ied growth has taken place, what the results of the trans formation process are, what remaining problems still have to be resolved, and what directions the Japanese economy might take in the future. While the transformation process is by no means completed, Drs. Higashi and Lauter provide a broad, policy-analysis based overview that enables the reader to understand not only the economic but also the basic political and social issues involved in the internationalization process. In this sense, the authors stay away from the extreme positions that characterize so many of the publications on Japan today and attempt to provide a realistic view of the changes and the impact of these changes. I believe that this book is a fair and balanced representation of events.
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.