About The Book


Nick Johnston’s Winning over the Japanese Consumer tells you everything you need to know to ensure your brand succeeds in Japan. Based on interviews with CEOs and industry leaders and including case studies of fifteen different companies, this book gives real-life examples of how to establish your products in the world’s second largest and arguably most challenging consumer market. Also drawing upon the author’s own business success stories as well as insights from marketing experts, this book will teach you how to make your brand a household name in Japan.

Winning over the Japanese Consumer

is an essential resource for country managers, entrepreneurs, or anyone in charge of marketing in Japan.


10 important tips you’ll learn from this book

Hiring Strategy

How to hire people who will lead your business to success.

Customer's Satisfaction

How to satisfy the world’s most demanding consumers.

Work Smart

How not following the rules in Japan can be to your advantage.

Pricing Strategy

How to develop pricing strategies for the Japanese market.

Branding Strategy

How to present your brand story successfully in Japan.

Marketing & Advertising

How to develop a unique advertising campaign.

Japanese Network

How to operate within the Japanese distribution network.

Wholesaler & Retailer

Who’s who of Japanese wholesale and retail outlets.

Strategic Partnerships

About partnerships that work and why.(and why it's no longer essential)

Japan Demographic

How to build your business around current and future demographic trends in Japan.

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