Volume 32, Issue 2 pp. 11-15
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Running a marketing campaign in Japan

Jackson N. Huddleston Jr.

Jackson N. Huddleston Jr.

JACKSON N. HUDDLESTON, JR. worked in Japan for many years, first for Chemical Bank and later to introduce the American Express Card as general manager in Japan of American Express Related Services. He now teaches at the University of Washington and consults for foreign corporations selling products and services in Japan. He is author of Gaijin Kuisha: Running a Foreign Business in Japan, just published by M. E. Sharpe Publisher. Excerpted by permission of the publisher from Gaijin Kaisha: Running a Foreign Business in Japan. (M.E. Sharpe, Inc., Publisher, 80 Business Park Drive, Armonk NY 20504 (1-800-541-6563). ISBN: 0-87332-720-9. Cloth $24.95.

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First published: September/October 1990

Abstract

If you are considering selling a product in Japan, you need some idea of what marketing is like in Japan for foreign companies. Here are some insights from an American executive who launched a product in the Japanese marketplace.

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