Abstract

This book set outs a new framework for marketing called “Marketing ZEN”.

Today’s complicated and sophisticated marketing methods are facing an obstacle.
Companies around the world are trying to lock-in customers by digitalizing their behavior history in the name of “enhancement of customer experience”, but in other words, this is marketing that continuously inflates customer’s interest and anxiety and is not customer-oriented.
It only increases mental stress for both consumers and companies.

In the meantime, “third-party cookies” that track user history on website are regulated, and the re-examination of targeting ads has started. Also, “dark pattern” that manipulates customer behavior with user interface (UI) design has been criticized.
Companies are being required to restructure their marketing strategies.

Under these circumstances, “Zen approach” works efficiently in marketing and management.
“Marketing Zen” re-evaluates the way of our business so far, eliminates wastes, gets conscious of sustainable environment and relationship, and is an altruistic marketing method not requiring anything in return. By removing the boundaries with others, companies return to the proper customer-oriented approach and bring circulation and sustainability to corporate activities.
In fact, this overlaps with implementation of SDGs.

In this book, two experts on mindfulness and marketing explain the overview of marketing Zen and why it is needed now sought as well as case studies.

Table of Contents
Introduction
Chapter 1 What is Marketing Zen?
Chapter 2 Why we need Marketing Zen now?
Chapter 3 Look at yourself – Clarify the brand’s position
Chapter 4 Let go and trim down the business
Chapter 5 Explore right size of the business
Chapter 6 Narrow down the marketing measures
Chapter 7 Straighten the relationship with customers
Chapter 8 Harmonize
Chapter 9 Find your own timeline
Additional Notes How to collect yourself with Marketing Zen
Conclusion

Author’s Information

Mikio Shishido
Representative Director of Kamakura Mindfulness Lab. Co., Ltd. Joint Representative Director of General Incorporated Association Zen2.0. Having interests in the fusion of the wisdom from ancient times related to human consciousness such as Buddhism and the science such as quantum mechanics since his school days, he privately continues searching. Graduated from the Department of Applied Physics, Faculty of Engineering at University of Tokyo. After finishing the graduate school at University of Tokyo and working with IBM Japan, he participated in the founding of Alu Co., Ltd. He was broadly involved in the human resources development for companies as a head responsible for launching a training division. Then, founded Kamakura Mindfulness Lab Co., Ltd. to develop corporate training utilizing spirits of Zen and mindfulness in corporate management, organization development, and human resources development. Established Zen2.0, an international forum on Zen and mindfulness as Joint Representative Director to hold every year at Kenchoji Temple in Kamakura.

Shinji Tanaka
Content marketing consultant. CEO of Kumabase Inc. Writer. Born and lives in Kumamoto-city. After studying consumer behavior at Kumamoto University Graduate School, he taught Geography and History as a full-time teacher at Kumamoto Prefectural Minamata Highschool, then became a journalist of Sankei Shimbun. In 2015, founded Kumabase Inc., a content marketing agency. While attending overseas marketing conferences, he studied the successful marketing cases around the world. He continuously communicates his insights acquired in various places to Japan through seminars, workshops, lectures, and books. Writes articles in Forbes JAPAN digital edition, Nikkei xTREND, Yahoo! News Individual, and others. His authorship includes “Cult Branding” (Shodensha Shinsho).