Abstract

What exactly is "marketing"? Is it a product advertising strategy, or an analysis of what products will sell where? In reality, "marketing" is so diverse that it cannot be summarized in a single word, and a structural understanding is required. Also, thinking about "what is marketing" is thinking about "what is a company" and "what is business." Business is nothing more than getting the return you want based on the value you can provide. In that case, instead of pushing your own convenience on the other party, if you provide what they want and the exchange is concluded in a way that satisfies both parties, you can build a "win-win" relationship where both parties benefit. This book is centered on unique visual explanations, and it is a hassle to read text-based texts, but it is perfect for those who want to learn more about "marketing" easily. And not just understand it superficially, but want to be able to talk and explain it properly!

Author’s Information

Satoshi Akutsu
Professor at Hitotsubashi University Graduate School of Business and Commerce.
Graduated from Hitotsubashi University's Faculty of Commerce. Completed the Master's course at the Graduate School of Commerce (Master of Commerce) at the same university. Studied abroad at the Haas School of Business at the University of California, Berkeley as a Fulbright scholar, and obtained a Master's in Industrial Engineering and a Doctor of Business Administration. Previously worked as a full-time lecturer at Hitotsubashi University's Faculty of Commerce and an associate professor at Hitotsubashi University's Graduate School of International Corporate Strategy before assuming his current position. Vice President of the Japan Marketing Association.
As an outside director, external advisor, and training instructor, he has supported the marketing and branding of many companies. He is currently researching the ideal management style that aims to motivate employees and promote their health through the management philosophy symbolized by the corporate brand.