内容

目次

Introduction  Part 1: Marketing and Consumption from c.1905 to 1937  Historical Settings  1. ‘Reeks of Butter and Milk’? Marketing of Western-style Sweets through the Keiretsu Retail Network  2. ‘Miss Shiseido’: Marketing an Image with the Help of Keiretsu  3. Lighting as Enlightenment: Consumer Life with Modern Western Technologies  4. ‘Tomorrow I’ll go to Mitsukoshi’: The Department Store, a Dream or a Threat of Modernity?  Part 2: Marketing and Consumption, High Economic Growth to the Present  Historical Settings  5. ‘Discount is My Philosophy’: Consumption of Everyday Necessities from Super  6. ‘Sacred Treasures’ for Every Home: Keiretsu vs. Independent Retailers of Electrical Products  7. Convenience Stores: Born in America and Revised in Japan  Summing up