Relentless: the Japanese way of marketing
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 line...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY
HarperBusiness
1996
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | 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 |
| Beschreibung: | XIX, 198 S. graph. Darst. |
| ISBN: | 0887308058 |
Internformat
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| 520 | 3 | |a 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 | |
| 520 | |a 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 | ||
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Datensatz im Suchindex
| _version_ | 1804126067296829440 |
|---|---|
| adam_text | Contents
Preface ix
Acknowledgments xi
Introduction xiii
Part I: Breaking the Mold
1 The Japanese Marketers 3
2 Satisfying Customers 14
3 Market Information 36
Part II: Intuitive Strategists
4 Trial and Error 59
5 Targeting Competitors 79
Part III: Getting It Done
6 Making That Product 103
7 Setting Prices and Doing Advertising 126
8 The Middlemen Customers 143
9 Putting It All Together 158
Notes 171
Glossary 179
Selected References 181
Index 187
|
| any_adam_object | 1 |
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| dewey-full | 380.10952 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 380 - Commerce, communications, transportation |
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| id | DE-604.BV011543827 |
| illustrated | Illustrated |
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| institution | BVB |
| isbn | 0887308058 |
| language | English |
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| spelling | Johansson, Johny K. Verfasser aut Relentless the Japanese way of marketing Johny K. Johansson and Ikujiro Nonaka 1. ed. New York, NY HarperBusiness 1996 XIX, 198 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier 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 Marchés d'exportation - Japon ram Marketing - Japon ram Marketing gtt Export marketing Japan Marketing Japan Marketing (DE-588)4037589-4 gnd rswk-swf Exportmarketing (DE-588)4153393-8 gnd rswk-swf Japan (DE-588)4028495-5 gnd rswk-swf Japan (DE-588)4028495-5 g Exportmarketing (DE-588)4153393-8 s DE-604 Marketing (DE-588)4037589-4 s 1\p DE-604 Nonaka, Ikujirō 1935- Verfasser (DE-588)170027872 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007771341&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Johansson, Johny K. Nonaka, Ikujirō 1935- Relentless the Japanese way of marketing Marchés d'exportation - Japon ram Marketing - Japon ram Marketing gtt Export marketing Japan Marketing Japan Marketing (DE-588)4037589-4 gnd Exportmarketing (DE-588)4153393-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4153393-8 (DE-588)4028495-5 |
| title | Relentless the Japanese way of marketing |
| title_auth | Relentless the Japanese way of marketing |
| title_exact_search | Relentless the Japanese way of marketing |
| title_full | Relentless the Japanese way of marketing Johny K. Johansson and Ikujiro Nonaka |
| title_fullStr | Relentless the Japanese way of marketing Johny K. Johansson and Ikujiro Nonaka |
| title_full_unstemmed | Relentless the Japanese way of marketing Johny K. Johansson and Ikujiro Nonaka |
| title_short | Relentless |
| title_sort | relentless the japanese way of marketing |
| title_sub | the Japanese way of marketing |
| topic | Marchés d'exportation - Japon ram Marketing - Japon ram Marketing gtt Export marketing Japan Marketing Japan Marketing (DE-588)4037589-4 gnd Exportmarketing (DE-588)4153393-8 gnd |
| topic_facet | Marchés d'exportation - Japon Marketing - Japon Marketing Export marketing Japan Marketing Japan Exportmarketing Japan |
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