What does marketing really mean to the Japanese?

Abstract

As the Japanese have catapulted themselves to become a supereconomic power, many reasons have been given regarding their rapid progression – one of which is the claim that they are the world′s premier marketers. Certainly US marketers would argue this point. However, the unparalleled rise of Japanese auto manufacturers provides support for this thesis. What is the actual role of marketing in a Japanese corporation? How well are the Japanese versed in the development and implementation of marketing strategy? Is there really a difference between marketing practices used in the West and those implemented in Japan? Addresses these questions.

Citation

Genestre, A., Herbig, P. and Shao, A.T. (1995), "What does marketing really mean to the Japanese?", Marketing Intelligence & Planning, Vol. 13 No. 9, pp. 16-27. https://doi.org/10.1108/02634509510097801