In Search of Marketing Excellence: Strategy of the Leading Japanese Companies

Kenji Kojima

No 126, Discussion Paper Series from Research Institute for Economics & Business Administration, Kobe University

Abstract: The leading Japanese companies have been competitive over the long run. They have also been successful in creating high customer satisfaction. This paper is primarily concerned with excellent practices of marketing. This paper is to describe major characteristics in marketing strategy of the leading Japanese companies. Marketing strategy consists of marketing research, product development, and supply chain. Then, implications on marketing strategy in global market can be brought out.

Pages: 25 pages
Date: 2002-03, Revised 2002-05
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Persistent link: https://EconPapers.repec.org/RePEc:kob:dpaper:126

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