環境共生時代におけるブランド品 : 企業と消費者の新しい対峙を求めて(環境共生時代における産業・経営・会計の諸問題パートI)

概要

論文の詳細を見る
At the root of global environmental problems, there lie the population explosion and poverty in developing countries and life style of mass production and mass consumption in developed countries. This problem in developed countries is closely relevant to marketing, which originated and developed in the U. S., and what constitute the core of marketing are well-known brand goods. This study, after confirming the stage reached by the marketing strategies of todey's corporations for their well-known brand products (Chapter 2), considers what motivates consumers to buy such goods (Chapter 3). Then, from the viewpoint of ecological marketing, it searches for a new orientation of strategies for well-known brand goods and, on the other hand, for a new image of consumers who seek for a truly "affluent life" instead of being enslaved by goods (Chapter 4).
日本大学の論文
1993-04-15