Distribution and communications strategies

will drive marketing successes in 2012

- Debbie Howard

(This article first appeared in the January 9, 2012 issue of The Nikkei Weekly)

A

t the beginning of last year, I predicted a

“perfect marketing storm” in terms of the rapid

evolution of both distribution channels and

consumer communications channels. This storm would

require companies in Japan — whether foreign or

domestic — to work even harder than before to capture

and maintain customer favor. With the triple disaster of

3/11, what was going to be a challenging year became

even more challenging. Many companies and individuals

rose to the occasion to support those in the stricken area,

and indeed to restore a modicum of normalcy in a very

tough situation that continued throughout the year.