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Personal History of
@Hiroshi Tanaka (as of November 1999)
Hiroshi TANAKA is currently Professor
of
Marketing and Consumer Behavior
at
the Graduate School of Business
Administration,
Hosei University in Tokyo,
Japan.. Before joining the faculty,
Tanaka
had been associate professor
of
marketing at Josai University
and marketing
director at Dentsu Inc.(Tokyo),
the largest brand of single advertising
agency
in the world.
With his 21 years of experience
at Dentsu,
he was responsible for blue-chip
global marketers, such as: Nestle,
Philip
Morris, American Express,
Unilever, Nike, IBM, Campbellfs,
SmithKline
Beecham, European Union(EU) and
others.
Professor Tanaka has been active
in research
of marketing and advertising;
His first co-authored book Advertising
Psychology,
published in 1991, is now
regarded as a gclassich in
the field. The
book was awarded by the Japan
Academy of Advertising as the
most distinguished
contribution to advertising
research in 1991. Later this
book was translated
into Chinese and Korean
languages.
His paper gBranding in Japanh
appeared
first in an advertising research
journal in UK, and then included
in the book
Brand Equity and Advertising
edited by Professor David Aaker
in the US
in 1993. In 1997 Tanaka and his
colleagues edited /authored a
book entitled
Principles of Brand Management
from Nikkei publisher. In early
1998, Tanaka
was a coordinator/ speaker with
Professor Aaker at the Japan
Marketing Associationfs
brand seminar in
Tokyo.
Professor Tanaka has been invited
speaker
at such international
conferences as: the Society of
Consumer Psychology(USA),
US national
conference of the Association
in Education
in Journalism and Mass
Communication, inaugural National
Conference
of the Chinese Academy of
Advertising(ROC), Japan Marketing
Associationfs
World Conference, and Japan
External Trade Organization(JETRO)fs
Trade
seminars in US.
In the summer of 1999, the University
of
Michigan Business School invited
Tanaka as a visiting scholar/lecturer
at
the Strategic Brand Management
seminar held in Kobe, Japan.
In November
1999, he taught Strategic Brand
Management course at Ecole Nationale
des
Ponts et Chaussees(ENPC) Graduate
School of International Business,
a French
National Universityfs MBA School
, in Tokyo.
Tanaka also consults with leading
global
companies: Toyota, Intel,
Microsoft, NEC, Toshiba, Aji-no-moto,
Kikkoman,
Suntory, Johnson & Johnson,
Sankyo Pharmaceuticals, leading
Japanese
banks, etc. In October 1997,
he
was an invited scholar to deliver
a speech
on brand management at Toyotafs
World Convention in Miyazaki.
Tanakafs comments
on marketing is widely
cited by the Wall Street Journal,
Nihon Keizai
Newspaper, and national TV
programs. He appeared in gBusiness
Breakthroughh,
Dr. Ken-ichi Ohmaefs
satellite channel program, as
a commentator
on marketing and brand
management in 1999.
Professor Tanaka holds masterfs
degree in
journalism from Southern
Illinois University at Carbondale
and finished
doctoral coursework in
business at Keio University.
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