Relentless
Subtitle: the Japanese way of marketing
By: Johny K. Johansson and Ikujiro Nonaka.
Contributors: Nonaka, Ikujirō, 1935-
Edition: 1st ed.
Publisher: HarperBusiness
Published: 1996
Place of publication: New York
Language: eng
Number of pages: 198
Subjects: Marketing -- Japan.; Export marketing -- Japan.
Description: By 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.
Notes: Includes bibliographical references (p. 181-185) and index.