Chester Dawson

Lexus: The Relentless Pursuit

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ISBN 13:
9780470828045
author:
Chester Dawson
format:
Paperback
publisher:
John Wiley & Sons
language:
English
Publication Year:
2011
Pages:
312
Dimensions:
153 mm X 227 mm
Genre:
Business Textbook
Condition:
New
Availability:
Item usually sent within 10 working days
£22.87

Description

Lexus: The Relentless Pursuit is a behind-the-scenes look at the surprising twenty-year success story of the Lexus brand. In 1989, Toyota entered the luxury car market with the Lexus LS 400, challenging German brands BMW and Mercedes-Benz in every category but price. The book reveals why Toyota decided to take on the established automakers and how the new brand won praise for its unparalleled quality, unforgettable advertising, and unprecedented customer service. From the first boardroom planning session to Lexus's entry into the mega-luxury supercar market, this is a complete and compelling story of one of the world's most admired brands. With a new Foreword by legendary designer Erwin Lui, an Afterword with updates since the first edition, and a new Coda by leading Japanese automotive journalist Hisao Inoue, Lexus: The Relentless Pursuit offers important business lessons for brand managers and executives, as well as insights for car enthusiasts and anyone interested in branding and marketing.

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