#Japan #Tokyo #Dentsu Research #Relic Holdings #Marketing Practices

Dentsu Research's New Book on Customer Relationship Marketing

Dentsu Research, a forward-thinking company based in Tokyo, has teamed up with Relic Holdings to publish a comprehensive book titled "Practical Marketing to Foster Relationships with Customers: Insights from Transformational Case Studies in Regional Financial Institutions." Scheduled for release on February 18, 2026, this book aims to tackle the structural issues surrounding ineffective marketing efforts in local financial institutions.

The Challenge in Marketing Strategies

Many regional financial institutions face a common challenge: their marketing activities often yield disappointing results. This book directly confronts these issues, illustrating the “layer discrepancies” where the management's intent (Why), value design (What), and on-ground operations (How) become disconnected. By visually mapping these discrepancies, the authors aim to shed light on the fundamental causes of poor marketing performance, which may include factors such as data quality, KPI structuring, organizational collaboration, and customer experience.

Comprehensive Solutions Illustrated

Beyond identifying the root causes, the book also delves into practical solutions that financial institutions can adopt to revitalize their marketing practices. It includes discussions on integrating Customer Relationship Management (CRM), Sales Force Automation (SFA), and Marketing Automation (MA) systems. The integration of Customer Data Platforms (CDP) and Data Warehouses (DWH) to foster data unification is also covered, alongside strategies for continuous improvement and organizational development.

The authors emphasize the importance of these systems in creating a sustained, effective marketing framework. Rich case studies are included to provide readers with tangible examples of how these practices can be successfully implemented.

Meet the Authors

The book is co-authored by Yosuke Suga from Dentsu Research and Takehiro Kurata from Relic Holdings, each bringing their expertise and insights into the marketing landscape.

About the Companies

Dentsu Research operates under the corporate vision of "HUMANOLOGY for the future – Creating the Next through People and Technology." The company aims to facilitate a cyclical relationship between considerations in society, technological solutions, and actual implementations that lead to advancements. They promote "X Innovation," which encourages cross-sector innovation by transcending traditional barriers between technology, industries, companies, and regions.

Relic Holdings, based in Shibuya, Tokyo, also focuses on improving marketing strategies and organizational changes through data utilization and systematic approaches.

Book Details

• - Title: Practical Marketing to Foster Relationships with Customers: Insights from Transformational Case Studies in Regional Financial Institutions
• - Authors: Yosuke Suga (Dentsu Research) and Takehiro Kurata (Relic Holdings)
• - Publisher: Relic Holdings
• - Release Date: February 18, 2026
• - Length: 198 pages
• - ISBN: 978-4991434228

In summary, this book promises to offer valuable insights and practical solutions for regional financial institutions aiming to enhance their marketing effectiveness. By addressing the common pitfalls and providing a detailed framework for improvement, it strives to support organizations in building more meaningful relationships with their customers.