#Japan #Tokyo #Marketing Excellence #Agile Marketing #User Focus

Mastering Marketing in Turbulent Times

On March 18, 2026, Doyukan Publishing in Tokyo, led by CEO Yasuhiro Wakisaka, will release a new title, 'Mastering Marketing in Turbulent Times.' As businesses navigate an ever-changing and uncertain corporate landscape, the book identifies three crucial elements for attaining marketing excellence: user orientation, marketing agility, and ecosystem strategy. Each of these factors is examined in detail, highlighting the innovative practices of two exemplary Japanese companies in each category, ultimately redefining marketing not just as a customer adaptation function, but as an organizational capability that creates value in unpredictable circumstances.

Author Backgrounds

Kenichiro Kuroiwa is a professor at Aoyama Gakuin University’s Graduate School of International Management. He is a certified case method instructor and currently serves on the board of the Japan Marketing Association. His research primarily focuses on service marketing, and he has authored several books including 'Textbook of the Case Method' and 'Understanding Marketing.'

Masaharu Suzuki, a branding consultant, collaborates with Kuroiwa on this endeavor, alongside Keiko Kawamata, a professor at Aoyama Gakuin University's Faculty of Cultural Policy Studies, who is researching the socio-cultural acceptance of e-sports and gaming, with notable publications in marketing and pop culture.

Motivation Behind the Publication

The journey to this book began with the limited success of a translated work, which prompted a strategic rethink. Following a breakthrough with the book titled 'Why Are Some Companies So Good at Customer Satisfaction?' in 2012, a conversation emerged in late 2020 about the potential of exploring why certain companies excel in marketing within the current climate. As they delved into the achievements of award-winning marketing initiatives, uncertainty regarding the applicability of traditional marketing excellence standards arose. This led to the discovery of the paper by Honburg, which emphasized user orientation, marketing agility, and ecosystems as integral components.

This newfound perspective guided the authors to analyze emerging companies to understand what constitutes superior marketing under volatile scenarios. The selection of case studies underwent multiple revisions, and the interpretation of excellence's three elements evolved over the scholarly journey, which took several years from conception to publication.

Table of Contents

1. Introduction: What is Marketing in Turbulent Times?
2. Contemporary Marketing Excellence
3. User Orientation
1. Case Study: Workman
2. Case Study: Harumek
4. Marketing Agility
1. Case Study: McDonald's
2. Case Study: Unicharm
5. Ecosystem Strategies
1. Case Study: Tokyu
2. Case Study: DeNA
6. Conclusion: Implementing Marketing in Turbulent Times

Book Details

• - Title: Mastering Marketing in Turbulent Times
• - Authors: Kenichiro Kuroiwa, Masaharu Suzuki, Keiko Kawamata
• - Price: 1,980 yen (tax included)
• - Format & Pages: 200 pages, 46 format
• - Release Date: March 18, 2026
• - Available at: Amazon, Rakuten Books

This book can be purchased at bookstores nationwide or online. With its practical insights and case studies, 'Mastering Marketing in Turbulent Times' promises to be an essential resource for businesses seeking to excel in today’s dynamic environment.