5,110 Days in Tokyo and Everything's Hunky-dory: The Marketer's Guide to Advertising in Japan
Автор:Sean Mooney Год: [не указано] Издание: [не указанo] Страниц: [не указано] ISBN: 1567203612 A Japanese-American ad agency executive gives you the ins and outs of how advertising is done in Japan--a detailed, readable, fascinating report for Westerners and others who need a fast, hands-on explanation about how to reach Japanese consumers in their own land. Covering each sector of the industry and giving you knowledge that any Japanese account exec already has, Mooney explains the quirks of Japanese hard and soft sells, the use of foreign celebrities in Japanese advertising, and how copy is developed in Japanese. He also focuses on Japanese media and why it differs from media in the West. Astute marketers worldwide will find here the tools they need to get an edge on their counterparts elsewhere. Students of advertising, marketing, and international business will get a text they can use now--and a resource to keep throughout their careers.
