THE WORLD'S CHAMPION MARKETERS: THE JAPANESE
Philip Kotler
(Harold T. Martin Professor of Marketing, J.L. Kellogg Graduate School of Management, Northwestern University, Evanston, Ill.)
Liam Fahey
(Assistant Professor of Policy and Environment, J.L. Kellogg Graduate School of Management, Northwestern University, Evanston, Ill.)
637
Abstract
Many experts attribute Japan's spectacular economic success to superior management techniques. But the real key to Japan's performance may be outstanding marketing skills.
Citation
Kotler, P. and Fahey, L. (1982), "THE WORLD'S CHAMPION MARKETERS: THE JAPANESE", Journal of Business Strategy, Vol. 3 No. 1, pp. 3-13. https://doi.org/10.1108/eb038951
Publisher
:MCB UP Ltd
Copyright © 1982, MCB UP Limited