In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.

A detail-driven market fuelled by a commitment to quality and perfection, Japan is a quirky melting-pot of tradition and future-gazing.

Now, as the host nation of the Rugby World Cup, which runs until 2 November, and the upcoming 2020 Olympic and Paralympic Games, Japanese culture is in the spotlight like never before.

But what about the country’s business culture and the role marketing has to play?

In the first of a new series, Marketing Week explores what it takes to work as a marketer in key regions around the world, both from a culture perspective, as well as looking at the role marketing plays in businesses more generally.

Firstly, it is important to understand that, traditionally, marketing has not been regarded as a strategic function within Japanese business.

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