After a brief history of marketing in Japan, the market environment and the strategy of Japanese companies in 1983 is discussed, as the first subject of the presentation. Japanese marketers believe that innovative product development is the most essential for their growth and survival. An unique method of product development in Japan - total staff participation - is also discussed. As the second subject, the importance of market research and management attitude toward it is discussed. Total responsibility system in the Japanese management culture is emphasised. Thirdly, factors affecting Japanese management culture is delineated and described in some detail. Transferability of Japanese management systems to Western society is also discussed. Finally, the necessity of re-introduction of marketing concept and marketing culture is stressed, with a few key words to world marketers.