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Deployment of the American Method for Adapting to a Mass Market: Marketing, Public Relations, and Operations Research

In: German Business Management

Author

Listed:
  • Toshio Yamazaki

    (Ritsumeikan University)

Abstract

This chapter discusses the deployment of American methods for adapting to a mass market. As the development of mass production progressed post WWII, Germany, along with other European countries and Japan, found it important to adapt to the mass market with methods such as marketing, public relations (PR), and operations research (OR). However, in Germany many factors affected the implementation of these American methods. First, this chapter considers the deployment of American marketing methods in Japan as a representative measure for mass market adaptation. Next, it examines Germany’s deployment of American marketing methods, PR, and OR in relation to various factors such as the characteristics of domestic and European markets, production- and technology-oriented management values, the composition of executive management, and changes in the structure of competition.

Suggested Citation

  • Toshio Yamazaki, 2013. "Deployment of the American Method for Adapting to a Mass Market: Marketing, Public Relations, and Operations Research," Springer Books, in: German Business Management, edition 127, chapter 0, pages 145-173, Springer.
    • Handle: RePEc:spr:sprchp:978-4-431-54303-9_8
    DOI: 10.1007/978-4-431-54303-9_8
    as

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