Relentless: The Japanese Way of Marketing

This is a study of the Japanese way of marketing which includes some radical techniques of which any manufacturer of goods or services should be aware of when competing with the Japanese at home or abroad.Germany had never heard of Lexus when suddenly this Japanese car had outsold Mercedes in its own market.

How did Lexus do it? The book highlights 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.

A detailed analysis is also provided of how the Japanese design market-based products, do market research, set prices, advertise and construct channels of distribution.