000			02170nam a22002537a 4500
005			20250828134311.0
008			250828b |||||||| |||| 00| 0 eng d
020			_a9780887308055
037			_cGifted _nChristabel Antony, 9820536660
041			_aEnglish
082			_a658.8 _bJOH/RE
100			_aJohansson, Johny K
245			_aRELENTLESS : Japanese Way of Marketing
250			_a1
260			_aNew York _bHarper Collins _c1996
300			_g198
500			_aBy 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.
650			_aManagement & public relations
650			_aGeneral management
650			_aOf Marketing
700			_aIkujiro Nonaka
942			_cLEN
942			_2ddc
999			_c196241 _d196241