There are many books on the market that discuss the Toyota Production System but few that insightfully analyze its marketing strategy. Authored by former Toyota marketing executives, this is the first book of its kind to detail how Toyota's thinking habits go beyond the shop floor and influence and guide Toyota's marketing function.
Toyota has expanded from a venture enterprise to one of the biggest global enterprises because of its innovative mindset (Toyota thinking habits) using Breakthrough Thinking, which supports a new philosophical approach to problem solving, turning 180 degrees away from conventional thinking.
Written by Toyota's former executive managing director and founder of Breakthrough Thinking, Toyota's Global Marketing Strategy: Innovation through Breakthrough Thinking and Kaizen:
Explores Toyota's "Breakthrough Thinking"
Examines how Toyota conducts information gathering.
Illustrates how Toyota builds and maintains its unique business culture
Shows how Toyota "goes to the customer" and comprehensively studies how customers use their products
Reveals Toyota's cars have become some of the biggest selling models in the USA
The authors of this book explore Toyota thinking habits as well as Toyota's global marketing strategy, which, since the 1980sa, has been expanding exponentially. The reader will understand the importance of thinking habits in the workplace and will know how to apply them using Toyota as the prime case study.
Publisher: Taylor & Francis Ltd
Number of pages: 184
Weight: 408 g
Dimensions: 235 x 156 mm
The significance of the book is the fact that it is written by the pioneer of Toyota Global Marketing Strategy and the eminent scholar of Toyota Thinking Habits. Both reviewed the history of Toyota's growth and they could find that nobody has not written Toyota's marketing which is quite unique, although many people talked about the lean production and Kaizen. This book shows why Toyota is strong in not only engineering and production, but also global marketing too.
-Satoshi Nakagawa, ex-CEO, Toyota Technical Center, USA
I am teaching Breakthrough Marketing at my University. My students are enjoying the unique lecture and practice of Breakthrough Marketing. I learned Toyota's Global Marketing came from the concept of Breakthrough Thinking of this book. Toyota is famous of Toyota Production System and has been written often. However, Toyota's global marketing strategy has been never hard in the world. This book can be used as a good case study of the marketing process from small venture company to the global enterprise.
-Prof. Dr. Motohiro Fujita, Graduate School, Nagoya Institute of Technology
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