Description
How can Western companies penetrate a market where distribution is based on the rice paddy, the leading coffee lightener is called "Creap," and lemons are used to sell stereos?
This unprecedented guide to the unique complexities of Japanese consumer behavior explores the cultural reasons behind such fascinating mysteries as:
WHY THE JAPANESE DON'T NEED (OR WANT) DEODORANTS, CAKE MIXES, HOUSE BRANDS, OR LAWSUITS
HOW TO REACH THE "SUBMISSIVE" JAPANESE HOUSEWIFE-WHO CONTROLS 70% OF ALL CONSUMER PURCHASES
ISBN:0451623797
