TY  - BOOK
AU  - Fields,George
AU  - Katahira,Hotaka
AU  - Wind,Yoram
TI  - Leveraging Japan: marketing to the new Asia 
SN  - 078794663X
PY  - 2000///
CY  - San Francisco
PB  - Jossey-Bass
KW  - Marketing
KW  - Japan
KW  - Asia
KW  - Consumers
KW  - Attitudes
N1  - Includes bibliographical references (p. 295-311) and index; The fourth rush -- From shoji screen to sheet glass-forces shaping the Japanese market -- The Japanese gateway to Asia -- Strategies for entering Japan and Asia -- From'tap water' marketing to tapping markets -- From power to finesse-segmentation, positioning, and branding -- Starting with the customer-developing products and services -- The discovery of value--pricing and promotion -- Good-bye to greetings-new rules of communications, advertising, and public relations -- The rise of cybermarketing -- Breaking the labyrinth-new rules of distribution -- Beyond bowing-new rules of customer satisfaction and value creation -- New rules of marketing research
ER  -