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 Consumers，Memories of Social Sciences, Meiji University，51(2)，61-74. <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, Mizuno，Fumihiko 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 (Complex’09), 188-194.

- Mizuno, Makoto, Akira Saji, Ushio Sumita and Hideo Suzuki (2008), Optimal Threshold Analysis of Segmentation Methods for Identifying Target Customers，European 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 Mazda’s 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