Interactive Marketing — The Japanese Approach

Abstract

The interactive marketing strategies based on the “team approaches” or collective “organisation approaches” of Japanese companies have greatly contributed to the success of Japan in world markets and to the accumulation of Japan's post‐war economic wealth. This contrasts greatly with the “individual approach” often practised by British companies.

Citation

Turnbull, P. and Yamada, T. (1984), "Interactive Marketing — The Japanese Approach", Management Research News, Vol. 7 No. 4, pp. 7-12. https://doi.org/10.1108/eb027848