Deployment of Marketing Methods

Toshio Yamazaki ()
Additional contact information
Toshio Yamazaki: Ritsumeikan University

Chapter Chapter 10 in Japanese and German Enterprises, 2024, pp 265-315 from Springer

Abstract: Abstract The deployment of American methods for adapting to a mass market is examined in this chapter. Following World War II, Japan, Germany, and other European countries advanced in the development of mass production. As a result, how businesses adapt to the mass market through methods such as marketing has become critical. However, many factors influenced the adoption of these American methods in both Japan and Germany. Thus, this chapter first considers the deployment of American marketing methods in Japan as a representative measure for mass-market adaptation in relation to the postwar market and social structures, the distribution system, and the business strategy. Next, it examines Germany’s deployment of American marketing methods in relation to various factors, including the characteristics of domestic and European markets, production- and technology-oriented management values, the composition of executive management, and changes in the structure of competition. Based on these discussions, Japanese and German characteristics in the introduction of American marketing methods are clarified. Finally, the role of reframing in the Americanization of business management will be investigated.

Keywords: Advertising; Channel policy; Marketing; Management value; Market structure; Pricing policy; Product policy (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-4880-8_10

Ordering information: This item can be ordered from
http://www.springer.com/9789819748808

DOI: 10.1007/978-981-97-4880-8_10

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().