MAKOTO MIZUNO >Japanese
Professor
of Marketing
Meiji University,
School
of Commerce
1-1
Kanda-Surugadai, Chiyoda-ku
Tokyo
101-8301, JAPAN
E-Mail:
makoto&kisc.meiji.ac.jp (Please replace & by @)
RESEARCH INTEREST
Measuring and Modeling Evolving
Consumer Behavior
Aesthetic /Creative Aspects of
Consumer Behavior
Application of Agent-based
Modeling for Marketing and Consumer Research
EDUCATION
Ph.D. in Economics, University of
Tokyo, 2003
M.S. in Economics, University of
Tsukuba, 1985
B.A. in Social Science,
University of Tsukuba, 1980
WORK EXPERIENCE
2008-present,
School
of Commerce, Meiji University
2004-2008,
Graduate
School of Systems & Information Engineering, University of Tsukuba
2003-2004,
Assistant Institute of Policy and Planning Sciences, University of Tsukuba
1986-2003,
R&D Division, Hakuhodo Inc.
1980-1986,
Marketing Division, Hakuhodo Inc.
PUBLICATIONS
- Mizuno, Mizuno (2014), Marketing
Evolution: Creative Market-Thinking, Tokyo: Dobunkan.
<Japanese>
- Mizuno, Makoto (2014), How
Consumer-Generated Advertising Works: An Empirical Agent-Based Simulation,
Advances in Computational Social Science, Post-Proceedings of the 4th World
Congress on Social Simulation (WCSS12), 127-139. [Refereed]
- Mizuno, Makoto, Yuto
Takakai and Naoki Shinbo
(2013), Communication with Customers Using Twitter: Dialogue and Contagion,
Operations Research, 58(8), 427-435.
-
Mizuno,
Makoto
(2013), Methodological Issues on Agent-based Modeling of Social Interaction
Between ConsumersCMemories
of Social Sciences,
Meiji UniversityC51(2)C61-74.
<Japanese>
[Refereed]
-
Hirokazu Takada, Makoto Mizuno and Ling Bith-Hong (2012), Analysis of the Relationship between
Advertisers and Advertising Agencies in the Global Market, in (Shintaro Okazaki ed.) Handbook of Research on International
Advertising, Cheltenham, UK: Edward Elgar, 497-517.
- Mizuno, Mizuno (2011), Long-Tail Business Model: Secrets of
Success of amazon.com, in M. Aoki, Y. Aruka, H.
Yoshikawa, H. Aoyama eds., 50 Keywords for Introduction to Economics, Tokyo: Tokyo Tosho,
332-339. <Japanese>
- Mizuno, MizunoCFumihiko Ikuine
(2011), Gaining Customer Insight: A Case of Creative Ad Agency, Research Note, Akamon Management Review, 10(6),@441-461. <Japanese> [Refereed]
- Mizuno, Mizuno, Toshikatsu Mori, Yasunori Baba, Yuto Takakai and Hirota Sera (2010),
Dynamics of New Product Diffusion and WOM Contagion: Empirically-based
Agent-based Modeling
Journal of Marketing Science, forthcoming. <Japanese> [Refereed]
- Mizuno, Mizuno (2010), The Effects of Valence of
Word-of-Mouth and Its Propagation by Non-Adopters on New Product Diffusion: An
Agent-based Approach, Proceedings of the
Third World Congress on Social Simulation (WCSS10). [Refereed]
- Mizuno,
Makoto
(2009),
Exploring Complexity in Consumer Behaviors: Possibilities of Agent-Based
Modeling, Journal of Marketing and
Distribution, 481, 41(4), 29-36. <Japanese>
- Mizuno,
Makoto
(2009), Complexity in Marketing and Consumer Behavior: A Brief Review for Future
Research Opportunities, Proceedings of
the 9th Asia-Pacific Complex Systems Conference (Complexf09), 188-194.
- Mizuno, Makoto, Akira Saji, Ushio Sumita and Hideo
Suzuki (2008), Optimal Threshold Analysis of Segmentation Methods for
Identifying Target CustomersCEuropean
Journal of Operational Research, 186(1),
358-379. [Refereed]
- Mizuno, Makoto, Shoichiro Inoue,
and Masami Noguchi (2007), Emergence of the Leader-Follower Structure among Consumers:
What type of consumers would be most influential in the marketplace?, in (S. Takahashi,
D. Sallach and J. Rouchier
eds.) Advancing Social Simulation: The First World Congress (Post-Proceedings
of The First World Congress on Social Simulation: WCSS06), 117-128, Tokyo, Springer. [Refereed]
- Mizuno, Makoto and Yufu
Kuwashima (2007), Manufacturing-Based Brand Strategy
– Lesson from Mazdafs Practice, in Takahiro Fujimoto ed., Manufacturing Management, Tokyo, Japan: Koubunsha, 97-114. <Japanese>
- Mizuno, Makoto (2006), Japanese Status
Perception and Its Impact on the Values and Lifestyles, Consumer Studies, 13(1), 57-77 <Japanese> [Refereed]
- Mizuno, Makoto (2006), How Will the Long
Tail Reshape Marketing? Information
Processing, 47(11), 20-26. <Japanese>
- Mizuno, Makoto, and Takahiro Hoshino
(2006), Assessing the Short-term Causal Effect of TV Advertising via the
Propensity Score Method, Department of
Social Systems and Management Discussion Paper Series, No.1162, University
of Tsukuba.
- Mizuno, Makoto and Nishiyama,
Naoki (2003), Interacting TV Viewers: A Case of Empirical Agent-based Modeling
and Simulation for Business Applications, Advances in Complex Sciences, 6(3),
361-373. [Refereed]
- Mizuno, Makoto and Odagiri, Hiroyuki
(1990), Does Advertising Mislead Consumers
to Buy Low-Quality Products?, International Journal of Industrial Organization, 8, 545-558. [Refereed]
MAIN RESEARCHES IN
PROGRESS
- Social Interaction and Preference Formation
(Empirical & Simulation Studies)
- The Role of Creativity in Consumer Behavior and
Products
- Agent-based Approach to
Marketing and Consumer Behavior
TEACHING
(Meiji University, School of Commerce)
Creative
Marketing
(Meiji Business School, MBA Program)
Marketing
Data Analysis