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JMA Special Lecture: 'Good Works!' Author's Japan Visit Lecture
On September 16, the Japan Marketing Association held a lecture titled "Good Works! Author Visit to Japan – Considering Future Marketing Engaged with Society, Starting from U.S. Cases and Know-How" at the Academy Hall in Minato Ward, Tokyo.
Published this September by Toyo Keizai Inc., the book is a collaboration by three authors led by Professor Philip Kotler. This lecture was made possible by the first visit to Japan of one of the co-authors, David Hesekiel, a leading expert in social contribution marketing in the US and President of the Cause Marketing Forum. The book, themed "Doing Good and Doing Well," clearly summarizes various initiatives that simultaneously generate social benefits and corporate profits, ranging from marketing campaigns to CSR measures. |
Hessekiel introduced six representative types of initiatives, incorporating the essence of the book alongside the latest U.S. case studies. He also emphasized that for such initiatives to succeed, companies must clearly define their goals and strategically plan step by step. |
Next, Ms. Yumiko Umezu of Dentsu Inc. Marketing Solutions delivered a presentation titled "What Good Works! Implies for the Japanese Market: Insights from Our Experience Challenging 'Good Works!' in Japan." She addressed the paradigm shift in Social Good (where Social Good is increasingly viewed not only as a corporate "responsibility" but also as a source of "value and competitiveness" in business). She further cited reasons why Japan should actively pursue initiatives like those featured in Good Works!, including global trends, shifts in social consciousness post-3.11, and the relationship between companies and consumers in the social media era. She also explained key points to consider when planning initiatives for the Japanese market. |
Finally, Mr. Takato Fukui, Creative Director and head of Dentsu Inc.'s cross-functional team "Social Design Engine" promoting social communication, took the stage. Under the title "Case Studies in the Japanese Market," he introduced examples the team has handled to date, suggesting the potential for implementation in Japan and the importance of communication. |
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