Relentless: The Japanese Way of Marketing

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9780750632089: Relentless: The Japanese Way of Marketing
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Germany had never heard of Lexus when suddenly the Japanese car had outsold Mercedes in Germany's own market. How did Lexus do it? The authors illustrate what is unique about the way the Japanese think about marketing, what sellers and buyers roles are, what customer satisfaction means, what a long-term relationship involves and what is most important in person-to-person selling. They also provide detailed analysis of how the Japanese design market-based products, do market research, set prices, advertise and construct channels of distribution.
Ideal for companies competing with Japanese companies both here and in Japan
Illustrates what is unique about the Japanese approach to marketing

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About the Author:

Johny K. Johansson holds the McCrane/Shaker Chair in International Business and Marketing at Georgetown University, Washington, D.C.

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Japanese products, primarily clones of American innovation, grab marketshare. Nintendo stole the TV game market from Atari; the Honda Accord displaced the Ford Taurus. Johansson, international business professor at Georgetown University, and Nonaka, a Japanese management scholar, claim that, while Japanese marketers may not be professionals by U.S. standards, these "amateurs" mount a formidable challenge. In contrasting the marketing style of Japanese and U.S. companies, the authors make the analogy with Zen practice, rather than rational analysis. One of their many charts depicting the Zen/rationality distinction shows Western marketers using focus groups and opinion polls, while the Japanese take an intuitive approach, with virtually no research and little if any intentional strategy. The Japanese, the authors say, score by concentrating on the consumer's needs and desires. Unlike their Western counterparts, these marketers are portrayed as tending toward egolessness and un-self-consciousness about their function, dedicated to pleasing customers, who are raised to godlike status. They seek short-term growth, moving slowly, intuitively and incrementally into the long term. Johansson and Nonaka do an impressive job of relating the inner aspects of the Japanese way of marketing to its outer practices. Their approach is scholarly, not popular; their argument is rigorous, though expressed in prose that's less than fluent. Above all, their insights seem sound, worthy of note by Western marketers at any level. $35,000 ad/promo.
Copyright 1996 Reed Business Information, Inc.

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Johny K Johansson
Published by A Butterworth-Heinemann Title (1996)
ISBN 10: 0750632089 ISBN 13: 9780750632089
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Book Description A Butterworth-Heinemann Title, 1996. Condition: Fair. This book has soft covers. Ex-library, With usual stamps and markings, In fair condition, suitable as a study copy. Seller Inventory # 3908490

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