Relentless: The Japanese Way of Marketing

by Johny K. Johansson, Ikujiro Nonaka

Examines Japanese marketing techniques and how they have been applied successfully to Japanese businesses operating in the United States

224 pages, Paperback

First published August 1, 1996

Reviews

[Alan]

Excellent. This goes far beyond a 'marketing' book and merges in sales, and product development. Which is great for small business and anyone independently creating product. The title will limit the audience but there is a lot here for anyone actively in business. Very pragmatic. A dense short book, which is also easily readable. Unlike most management and marketing books I found very little padding.

[David Owen]

I discovered this book featured in a list of the Best Marketing Books of All Time and decided to give it a shot. While a bit dated in its case studies, I found it spot on in its analysis of the Japanese market and the unique strategies and techniques used by Japanese marketers. The author does a great job in explaining the reasons behind the Japanese pricing strategies, unique advertising methods, and me too product launch development suggesting that Americans could stand to learn much from the Japanese

While the American market research process can sometime become too dependent on data compiled by 3rd parties, the Japanese “omikoshi” marketing JP marketers view the customer as Kamisama who they hoist up on their shoulders – work together from different angles to keep the omikoshi up