Abstract

The Meiji Restoration, the period of rapid economic growth, the bubble economy, and the lost 30 years. How did desire change society, and how did corporations respond?

The rapid Westernization and expansion of consumer culture brought about by the Meiji Restoration. The oppression of wartime and the explosive spread of desire in the postwar period. The period of rapid economic growth and the diversification of consumption. The frenzy of people dancing in the bubble economy. The "lost era" and the transformation of desire. The disruptive innovation brought about by digitalization. And now the era of sustainability and ethical consumption has arrived. A veteran marketer talks all about this turbulent era!

"Where do consumer desires and the desire to own things come from? Do they spontaneously well up from within human beings? Or are they created and amplified by countries, societies, and even corporations? I've come to think that the answer can be seen if we look at it over a span of 100 years." —From "Introduction"

Author’s Information

Marketing consultant. Graduated from Gakushuin University, Faculty of Law. A leading expert in corporate marketing and brand strategies. Through "value creation" for companies and products, he supports companies in becoming those chosen for their "value" rather than price. His major works include "Reading Kotler" (Nikkei Bunko), "Management with the Power to Determine Prices" (Japan Management Rationalization Association), "Marketing Encyclopedia for Overcoming Recession" (President Inc.), and "The Complete Guide to Marketing: Reading Through History and Success Stories" (Kanki Publishing), among many others. He has written a column for the Nikkei MJ newspaper for over 10 years and has served as a judge for the Nikkei BP Marketing Awards for many years.