• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Modeling the Marketing Process: Innovation from Japan
Modeling the marketing process: Innovation from Japan
Roger M.Brookin
Editor's Introduction

This chapter describes an intuitively persuasive and sophisticated model of the marketing process as it operates in the field of repeat-purchase packaged goods. The model is a proprietary device developed by a marketing consultancy named Petal, the founder of which is the author of this chapter, a practitioner with significant international experience. Although the model was developed by the Petal organization for the Japanese market, much of the empirical and conceptual work on which it is based was generated in Europe—in France and the United Kingdom in particular.

The Petal model is not static. It moves forward in response to successful use in the marketplace and has even evolved since ...

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