Miura Atsushi draws on more than three decades of experience on the front lines of Japanese marketing research to track the four stages Japan's consumer society has traversed since th turn of the century to th present. Looking forward, he both documents the emergence of a new sharing society in Japan, and offers survival strategies for business in a people-centric, post-materialist economy.
Part One: The Four Stages of Consumer Society ; An overview of consumer society in Japan -- Part Two: The Transition From Second-Stage to Third-Stage Consumer Society ; Differences between second- and third-stage consumer society ; Individualization and sophistication fo demand ; evolving consumer psychology ; Splintering of the masses and harbingers of a divided society ; An age of amorphous desire ; Consumer society at saturation point -- Part Three: The Transtition From Third-Stage to Fourth-Stage Consumer Society ; Fourth-stage consumer society: an age of sharing ; The sharing lifestyle ; Simplicity, localism, and the Japanese way ; The ultimate consumer society -- Part Four: The Future of Consumer Society ; The search for new ways of living ; Creating the sharing society -- Appendicies
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