Vol. 260 (December 2011/January 2012) Contents |
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Empirical Study of Advertising Rhetoric
—Planning and Choosing Copy |
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Toshiyuki Senoo |
2 |
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Are Owner-owned Companies Good at Advertising?
—Discussion of Creative Management among Consumers’ Mind Index Top-ranked Companies |
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Yutaka Mizuno |
10 |
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A Reconsideration of the Theory of Marketing (Part 3)
—Toward Building a Brand Management Theory |
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Katsumi Kajihara |
18 |
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| Report of the Study Group on Case Studies—Part 5 |
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| The Power of Advertising to Create Buzz through “Cycling” for the Group Effect Route |
Kan Suzuki |
26 |
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| Issues in Corporate Website Response in Emergencies—from a Study of Information Communication Response during the Great East Japan Earthquake |
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Hideo Tajitsu |
33 |
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| From Advertising Expenditure of Leading Corporations |
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| Changes in Advertising Expenditure and Sales among Individual Companies |
Masafumi Okazaki, Seiichiro Tsuchiyama, Nobuyuki Kawahara |
40 |
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| My Research Project: No. 203 |
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| Broad Study of BtoB from CRM to Service Creation, based on Relationship Marketing |
Chieko Minami |
46 |
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Series: Revisiting Mannensha* Part 6
From Illustrious Glory to Breakup, Seen from the Viewpoint of Creating a Management Climate
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Last-gasp Efforts in the 1990s to Avoid Bankruptcy
*Japan’s oldest advertising agency, founded in Osaka in 1890. Dissolved in 1999 due to financial problems. |
Kazuhide Kawato |
48 |
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| Potential for Cause-related Marketing in Japan—Community-based CRM as Seen in Asahi Beer’s “Umai! wo ashita e! (Great taste, on to tomorrow!)” |
Takatoshi Inada; Yusuke Nishimura; Yuki Hayakawa; Chiharu Yokose, Waseda University |
54 |
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| Contents ga brand wo tsukuru (The content creates the brand) by Satoru Yamakawa and Noriko Arai |
Keiichi Okamoto |
60 |
| Marketing Metrics (Japanese version) by P.W. Farris, et al. |
Ikuo Takahashi |
61 |
| Media-ron (Theory of media) by Koji Namba |
Toshihiko Miura |
62 |
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| Effects and Potential for New Non-price Promotions |
Atsuko Inoue |
63 |
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| Series: Madison Avenue Then and Now (Final Installment) |
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| Madison Avenue in the 21st Century |
Kaede Seville |
78 |
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| From Journal of Advertising Research, ARF |
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