How Toyota Created Lexus -The Development of Luxury Cars and the Cross-organizational Development of Brand Marketing-

Lexus, the first luxury brand launched from Japan. The Challenge to the entrance into the luxury car markets where the existing import-car brands are strongly positioned. We discuss the strategic interactions among organizational structure, technology, and marketing so as to achieve the pursuit of perfection, the high-quality sales and service, and the luxury-brand building.

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【書誌情報】

ページ数：22ページ

サイズ：A4

言語：英語

商品番号：KBSP-02098

書誌コード：5257

対象年代：2008/1/1

登録日：2009/5/1