The Japan Marketing Association
is a public interest incorporated association established to popularize marketing in Japan. It is also called “JMA,” an acronym for the English name “Japan Marketing Association.”
As a public interest incorporated association, the Japan Marketing Association itself is not a for-profit organization. With the philosophy of modernizing Japanese corporate management and industrial development, we research marketing theory and techniques, and provide education and dissemination.
Definition of marketing established by the Japan Marketing Association
The Japan Marketing Association defines marketing as follows.
Marketing
is a comprehensive activity 4) carried out by companies and other organizations 1) from a global perspective 2) and through fair competition, while gaining mutual understanding with customers 3).
Japan Marketing Association 1990
1) Including educational, medical, administrative, etc. institutions and organizations.
2) Emphasis on domestic and international society, culture, and natural environment.
3) Including general consumers, business partners, related institutions/individuals, and local residents.
4) Refers to activities related to research, products, prices, promotions, distribution, and customer/environmental relations that are integrated and coordinated both inside and outside the organization.
Source:
Japan Marketing Association homepage “Association Overview”
The above definition was created after active discussions by the Marketing Definition Committee, which is comprised of university professors and business executives. The main points are as follows.
- Any organization, whether for-profit or non-profit, can use marketing to grow.
- As internationalization progresses, we need to look not only within Japan but also overseas.
- On the other hand, we aim to improve customer satisfaction by emphasizing the “mutual trust” that has been cherished in Japan.
- Eliminate unfair trade from the industry and improve society as a whole
Furthermore, marketing does not refer to specific activities such as market research or advertising, but is defined as a “comprehensive activity” in the sense that it includes all kinds of activities to create a market, such as manufacturing, transportation, and storage. I am.
Reference article
