"This important new book provides a fascinating look at marketing strategies Japanese companies have used to capture world markets. It goes way beyond the cliches about Japanese firms to expose the underpinnings of their success. In the process, the book contains many lessons on the new rules of global competition that firms from all countries must live with today. This book is an indispensable tool for any company exposed to international competition or seeking to expand its position in world markets." -- Michael E. Porter, Harvard Business School, Professor of Business Administration, Author of Competitive Strategies "Dr. Kotler and his colleagues have produced a carefully documented analysis of the many factors that have contributed to the Japanese economic miracle. Their work provides insights that could prove critically important to American businessmen who can expect competition from the Far East to increase rather than abate in future years." -- John J. Nevin, Chairman of the Board, The Firestone Tire and Rubber Company "U.S. business managers who aspire to lead and leaders who still wish to learn will carry away from this book strategies which will enhance the American Vigor to compete." from the Forward. -- Robert Galvin, Chairman of the Board, Motorola, Inc. "American business and government would do well to understand the nature of The New Competition before it is too late" -- William Klopman, Chairman of the Board, Burlington Industries "This is an extremely readable book... about the development of Japan's international business success. The concept of opportunity identification and management is particularly useful." -- James Balloun, Director, McKinsey Company, Managing Director of Tokyo office of McKinsey, 1975-1979