This work explores the development in Japan throughout the 20th century of marketing, consumption and marketing thought. It shows how Japan had a long established indigenous tradition of marketing thought, separate from Western marketing thought, and discusses how Japanese marketing thought was applied in the form of new marketing activities, which, responding to changing patterns of consumption, contributed considerably to Japan's economic success. The book concludes with a discussion of how Japanese marketing and marketing thought are likely to develop at a time when globalization and international marketing are having an increasing impact in Japan.