 Deployment of the American Method for Adapting to a Mass Market: Marketing, Public Relations, and Operations ResearchToshio Yamazaki
Chapter Chapter 8 in German Business Management, 2013, pp 145-173 from Springer Abstract: Abstract This chapter discusses the deployment of American methods for adapting to a mass market. As the development of mass production progressed post WWII, Germany, along with other European countries and Japan, found it important to adapt to the mass market with methods such as marketing, public relations (PR), and operations research (OR). However, in Germany many factors affected the implementation of these American methods. First, this chapter considers the deployment of American marketing methods in Japan as a representative measure for mass market adaptation. Next, it examines Germany’s deployment of American marketing methods, PR, and OR in relation to various factors such as 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. Keywords: Advertising; Marketing; Operations research (OR); Pricing policy; Product policy; Public relations (PR) (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-4-431-54303-9_8 Ordering information: This item can be ordered from DOI: 10.1007/978-4-431-54303-9_8 Access Statistics for this chapter More chapters in Springer Books from Springer |
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