Research on the pioneers of micromarketing research in Japan:

Contribution to business and university education based on market research

Abstract

　This paper focused on the research of Kazuyoshi Kamioka, who published Japan's first book titled “Marketing.” He has been working on learning foreign languages since he was a high school student, and after becoming a member of society, he learned market research methods and engaged in micromarketing research. Although he has many research achievements, they are hardly mentioned in current marketing history research. However, there is no doubt that he laid a solid foundation for today's marketing research as a pioneer of micromarketing research in Japan. Not only as a researcher, but also in the business society, he worked to popularize market research. Furthermore, as a university professor and university manager, he continued to advocate to students the importance of looking overseas and making efforts. Therefore, this paper retraces his achievements, picks up the value of things to learn, and sheds light on his achievements, which can be said to be classics of marketing in Japan.