Field of Study

Commercial Science

“Commercial Science” is synonymous with “marketing” in a broad sense. This discipline is systematically sub-divided into “macromarketing” and “micromarketing.” In the subfield of micromarketing, Japan’s distribution network, the structure of trades between Japan and the United States, or the EU transaction system, for example, will be investigated. The subfield also includes analyses of how macro phenomena are influenced by various factors that are characterized by micro and macro elements. This provides implications for policy makers regarding institutional designs for what is ideal at the macro level. Further to this, the History of Marketing Thought and Methodologies of Commercial Science, which do not fall under the categories of either micro or macro, are categorized as macromarketing issues for the sake of convenience. On the other hand, in the subfield of micromarketing, the focus will be on the aggregation at the micro level, for example, the behavior of manufacturers, wholesalers, retailers, and consumers. As in the case of the aforementioned macromarketing studies, various methods for description, explanation and management are being explored.

Faculty Members

Lecturer Field Publications
Professor
Ikuo Takahashi
Marketing
Distribution
Consumer Behaviour
“Consumer Purchasing Behavior:  Mapping Retail Marketing.” (Chikura Publishing Co.,Ltd., 1999 Third Edition, 2008)
“The Determinants of Retail Market Potential:  A Spatial and Temporal Analysis from the 1990s and On.” (Journal of Tokyo Keizai University : Economics, Volume 271, 2012)
 “Cross-linguistic Validation of a Unidimensional Scale for Cosmopolitanism.” Journal of Business Research , Vol. 67,Issue. 3 (Co-Authored,2014)
Professor
Hiroshi Horikoshi
Marketing Methodology
History of Marketing Theories
“Planning & Strategic Marketing:  The Issues in Modern Marketing Research.” (Authored and Edited by Doubunkan Shuppan Co., Ltd., 2014)
“Learning Marketing from History Volume I:  The Development of Marketing Research.”  (Written and Edited by  Dobunkan Shuppan Co., Ltd., 2010)
“Marketing & Meta Research Marketing:  Target, Methods & Design.” (Chikura-Shobo Co., Ltd., 2005)
Professor
Yutaka Hamaoka
WOM Marketing
Product Development Theory
Innovation Management
“Understanding the Active Consumer.” (Hitotsubashi Business Review, 50-3, 2002
“Co-evolution Marketing.” (Yuhikaku Publishing Co., Ltd., TBD)
“A Study on the Mutual Interaction Between Consumers:  Focusing on WOM and eWOM.” (Co-authored, Keio University Press, 2019)
Professor
Akira Shimizu
Consumer Behaviour
Marketing Research
Marketing Strategy
“New Consumer Behaviour.” (Chikura-Shobo Co., Ltd., 1999)
“Retail Strategy from the Perspective of the Consumer.” (Chikura-Shobo Co., Ltd., 2004)
“Strategic Consumer Behaviour Theory.”  (Chikura-Shobo Co., Ltd., 2006)
Professor
Akinori Ono
Marketing
(Advertisement & Consumer Behaviour)
“Mass Customization in a Response-Oriented Market and Mass Production in a Proactive-Oriented Market.” (Marketing Journal, 33-2, 2013)
“Electronic Information:  Perception Quality & Exploratory Behaviour.” (Advances in Consumer Studies, 15-1, 2, 2009)
“Brand Power and its Source.” (Mita Business Review, 45-1, 2002)
Professor
Miyuri Shirai
Consumer Behaviour “The Power of Pricing and Consumer Psychology:  How much would you pay for this brand?” (NIKKEI, 2006)
“The Mechanisms of Consumer Judgement Regarding Pricing:  The Role of Internal Reference Price.”  (Chikura Publishing Co., Ltd., 2005)
"Consumer Expectations Concerning Timing and Depth of the Next Deal." Psychology & Marketing, Vol.22, No.6, pp.457-472 (Co-Authored, 2005)
Professor
Takuya Satomura
Marketing Science
Marketing & Consumer Behavior Measurement Model
Marketing Data Analaysis
"Copy Alert: Method and Metric to Detect Visual Copycat Brands." Journal of Marketing Research,Vol.51,No.1, pp.1-13 (Co-Authored,2014)
“Multiple Constraint Choice Models with Corner and Interior Solutions.” Marketing Science, Vol.30,No.3,pp.481-490 (Co-Authored,2011)
“Basic Marketing Data Analysis (Useful 3R Series).” (Kyoritsu Shuppan Co., Ltd., 2014)
Associate Professor
Michitaka Saito
Marketing Strategy
Consumer Behaviour
“The Marketing Basics.” (Co-Authored, Dobunkan Shuppan, 1995)
“The Social Psychology of Consumer Behaviour.” (Co-Authored, Keiso Shobo, 1985)
“Marketing Strategy & Social Responsibility.” (Marketing Journal, 42, Japan Marketing Association, 1991)
Associate Professor
Yuncheol Jeong
Marketing Economics
Commercial Science
Applied Microeconomics
“Commitment to a strategy of uniform pricing in a two-period duopoly with switching costs.”  Journal of Economics, Volume 98, Issue 1, pp.45-66(Co-Authored,2009)
“Strategic choice of price policy under exogenous switching costs.” Economics Bulletin, Vol.12, No.26, pp.1-8(Co-Authored, 2008)
“A Two Part Tariff Model (2期間モデル) in Price Discrimination Strategy.” (Mita Business Review, 2008)
“A Competitive Analysis of the Telecommunications Market.” (Mita Business Review, 2007)
Associate Professor
Hidesuke Takata
Marketing
Distribution
“Application of David Teece’s Theory of Firm Boundaries to the Channel Integration Problem.”  (Ryutsu Kenkyu, 16-1, 2013)
“The Influences of Transaction Cost Factors and Capabilities Factors on the Degree of Channel Integration.”  (Ryutsu Kenkyu, 15-1, 2013)
“The Issues in Selecting a Marketing Channel:  An Analysis based on the Transaction Cost & Capability Theory.”  (Keio University Graduate School of Business and Commerce Doctoral Dissertation, 2011)
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