Lexus - Dawson, Chester
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In little more than a decade, Lexus came out of nowhere and established itself as one of the world's preeminent luxury carmakers. Covering this largely untold business blockbuster success, Lexus is an in-depth narrative describing the manufacturing, marketing, and mystique of one of the premier global auto brands, Toyota Motor Corporation's Lexus luxury division. The book draws on first-hand interviews with major players inside the automaker, explaining how the company combined smart branding, ingenuity, and high-quality Japanese engineering to build an excellent reputation-and a high level of…mehr

Produktbeschreibung
In little more than a decade, Lexus came out of nowhere and established itself as one of the world's preeminent luxury carmakers. Covering this largely untold business blockbuster success, Lexus is an in-depth narrative describing the manufacturing, marketing, and mystique of one of the premier global auto brands, Toyota Motor Corporation's Lexus luxury division. The book draws on first-hand interviews with major players inside the automaker, explaining how the company combined smart branding, ingenuity, and high-quality Japanese engineering to build an excellent reputation-and a high level of customer loyalty. For marketing managers and auto industry insiders, Lexus shows how one carmaker did it right.
Autorenporträt
Chester C. Dawson III is an editor at BusinessWeek magazine's headquarters in New York and a frequent contributor to the magazine's automotive industry coverage. Previously, he spent ten years in Tokyo covering Japan Inc.'s "lost decade" for BusinessWeek, Far Eastern Economic Review, The Associated Press and Bloomberg News.
He graduated with a M.A. degree from Harvard University in 1993 and earned his B.A. at Ohio University the previous year after spending his junior year abroad at Sophia University in Tokyo.