Description
In this collection of selected published ar- ticles and essays on the Japanese, George Fields once again proves an entertaining guide, observing with insight and levity the social dilemmas posed in the current con- frontation between Japanese culture and the broadly sweeping currents of "Inter- nationalization."
Mr. Fields draws an engaging picture of the changing attitudes and new lifestyles that are stretching the tight knit of tradi tion, and in doing so he challenges preconceived notions about why and how the Japanese behave the way they do. As a leading market researcher in Japan, Mr. Fields also brings his 20 years' experience on the scene to bear on this personal ac- count of a society and marketplace in transition; his are the words not only of an observer, but of a participant in an era of un- precedented change.
Nowhere are these changes more dramatically expressed than in the marketplace, a common thread moving through all of Mr. Fields' articles. Whether he is describing cultural idiosyncrasies affecting the market or the evolution of Valentine's Day, George Fields provides the reader-and especially the marketer-the rare perspective of an expert at work in a highly diverse, and unparalleled, consumer market.
