Review:
This is now the second entry I've read in the Manga for Success series, which discusses business-related topics with a combination of textbook-ish sections alternating with manga-style scenario sections. Unlike the previous one, this does not say in the introduction that it can be read multiple ways. I thought, at first, that this was an oversight, but now that I've finished it I agree - it's best to just read this one straight through. While the manga-style scenario sections did illustrate concepts discussed in the textbookish section, the manga portions glossed over (or completely skipped) quite a few concepts discussed in the textbook sections. The textbook sections, meanwhile, were packed with enough information that I wouldn't have wanted to read them without the occasional manga scenario interruptions.
This time around, the manga sections starred Marimo, a young woman who's recently been fired from work and dumped by her boyfriend. She goes home to her parents to lick her wounds only to discover that their traditional Japanese confectionery shop, Tamaya, isn't doing very well - almost all of its few customers are elderly regulars. One night, Marimo is approached by two "emissaries from the marketing circle of heaven" (33), Logi and Emo. In order to be allowed back into heaven, they must "save someone's life with the power of marketing" (34). (Direct quotes used, in case you think I'm exaggerating. This gets a bit dramatic.) They help her figure out how to use marketing concepts to get Tamaya new customers without losing their regulars.
The textbook portions are a broad, introductory look at marketing. Quite a few concepts are discussed that aren't really relevant to my situation (library marketing), although it wouldn't be too hard to figure out how to tailor the author's advice.
My main issue with this book was that it covered an occasionally overwhelming amount of information that either wasn't discussed in the scenario sections at all or was briefly applied to Tamaya, but only in the textbook sections. Also, there were some things that were never explained - the AIDMA model of consumer behavior was covered step-by-step, but other acronyms were used in that same chapter that were never broken down and explained (AMTUL model? AIDAS model? AIDEES model?). Also, I didn't realize that there were quite so many areas of marketing that were approached or thought about differently in Japan vs. the United States - the text mentions both the Japanese Marketing Association and American Marketing Association's definitions of "marketing," covers the effect that World War II had on the evolution of marketing concepts in Japan in particular, and more.
Overall, this didn't work quite as well for me as the other Manga for Success title I read, but it still seemed like a decent text, although it might be best to pair it with another introductory marketing text for more thorough explanations of certain concepts.
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