This book explores the development in Japan throughout the twentieth century of marketing and consumerism. It shows how Japan had a long established indigenous traditional approach to marketing, separate from Western approaches to marketing, and discusses how the Japanese approach to marketing was applied in the form of new marketing activities, which, responding to changing patterns of consumption, contributed considerably to Japan's economic success. The book concludes with a discussion of how Japanese approach to marketing is likely to develop at a time when globalisation and international marketing are having an increasing impact in Japan.
"Professor Kazuo Usui has produced an original and insightful study of retail evolution and consumption in Japan. The use of a variety of sources to explain the changing distribution structures is an impressive template for studies of the retail and consumer history in other societies." – John Dawson, University of Edinburgh Business School
Introduction Part 1: Marketing and Consumption from c.1905 to 1937 Historical Settings1. ‘Reeks of Butter and Milk’? Marketing of Western-style Sweets through the Keiretsu Retail Network2. ‘Miss Shiseido’: Marketing an Image with the Help of Keiretsu3. Lighting as Enlightenment: Consumer Life with Modern Western Technologies4. ‘Tomorrow I’ll go to Mitsukoshi’: The Department Store, a Dream or a Threat of Modernity? Part 2: Marketing and Consumption, High Economic Growth to the Present Historical Settings5. ‘Discount is My Philosophy’: Consumption of Everyday Necessities from Super 6. ‘Sacred Treasures’ for Every Home: Keiretsu vs. Independent Retailers of Electrical Products7. Convenience Stores: Born in America and Revised in JapanSumming up