Relentless: The Japanese Way of MarketingBy now, the scenario is familiar. Domestic competition in a volatile market has cooled off, with a pecking order established and shares firmly in place. Suddenly, a Japanese multinational arrives and quickly secures a beachhead; soon after, more Japanese firms join the fray, pouring new product lines into what seemed a saturated market only months before. As Japanese consumer goods gain footholds in diverse market niches, European and American firms seem unable to assimilate the motivations of their Japanese rivals or to emulate the tactics that serve Japanese multinationals so well in winning new customers. That situation is likely to change with the publication of Relentless. A trenchant analysis of Japanese marketing strategy in the international arena, it denotes a unique collaboration between Western and Eastern marketing expertise. Professors Johansson and Nonaka present their detailed study of Japanese life in general, and domestic marketing in particular, to reveal the imperatives of Japanese marketers abroad and to sum up the fundamental themes of Japanese marketing philosophy. With anecdotes as vivid as an Escher print, the authors explore the Japanese marketing mind to show how it uniquely defines each business relationship and motivates every action, inverting most of what Western enterprises do and think. The result is a penetrating insight into the ego of the Japanese marketer and a vital tool for any Western manager who faces Japanese competition now or in the future. |
Contents
The Japanese Marketers | 3 |
Satisfying Customers | 14 |
Market Information | 36 |
Copyright | |
9 other sections not shown
Other editions - View all
Relentless: The Japanese Way of Marketing Johny K. Johansson,Ikujirō Nonaka No preview available - 1997 |
Common terms and phrases
7-Eleven abroad Acura Legend advantage advertising agencies Akio Morita American analysis auto behavior benchmarking Betamax brand buyer camera channels chapter churning competing competitive competitors corporate costs create customer satisfaction dealers Dentsu distribution employees engineering entry example execution Exhibit first-mover focus foreign markets function global Honda implementation incremental industry innovative intuitive involves Ito-Yokado Japan Japanese approach Japanese companies Japanese firms Japanese managers Japanese marketers Japanese products kaizen keiretsus leader less Lexus manufacturing market research market share marketplace Matsushita middlemen mikoshi models Nissan offer overseas predict problem Procter & Gamble product churning professional retailers reverse engineering salespeople Sanrio seller selling shift Shiseido Sony Sony's strategy subsidiary success sumers suppliers target thinking tion Tokyo tomer Toshiba Toyota typical U.S. market ucts United users Walkman West Western companies Western marketers