Relentless: The Japanese Way of Marketing

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