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The Relevance of Sales in Marketing: Insights from Kazuki Nishiguchi's New Book

In the realm of business today, the emphasis on boosting sales has become increasingly prevalent. Many marketing strategies focus solely on immediate revenue gains, often overlooking the long-term sustainability of these sales. Kazuki Nishiguchi's latest work, Understanding Good and Bad Sales, set to release on October 14, 2025, seeks to address these pressing issues in the marketing landscape. Nishiguchi, with over 35 years of experience and consultations with more than 430 companies, provides a framework for distinguishing between sales that contribute to long-term profit and those that do not.

The crux of Nishiguchi’s argument is that not all sales are created equal. In his book, he distinguishes between good sales—those that continually support profitability—and bad sales, which are often short-lived and yield minimal to no profit. In today's commercial environment, relying on the outdated notion that increasing sales automatically leads to higher profits can be detrimental. Instead, he argues, businesses should be aligned with metrics that genuinely reflect sustainable growth.

The book delves into the core principles of customer-centric marketing, a term Nishiguchi has established through his extensive professional journey with notable brands such as P&G and Rohto Pharmaceutical. He presents various methodologies designed to maximize good sales and emphasizes the importance of repeat customers. The framework captures critical concepts, such as the Double Impact on Profitability, ID POS Analysis, and the intriguing notion of the Collapse of the Mille-Feuille. Each section is packed with strategic knowledge necessary for fostering continuous business growth.

In addition to Nishiguchi's insights, the book features contributions from Yasutaka Fukuda, author of the bestseller THE MODEL, who provides a perspective on accumulating good sales within the BtoB domain. Nishiguchi connects his unique approach with Fukuda’s established principles, creating a more comprehensive understanding of effective marketing strategies.

Readers will find an engaging special dialogue included in the book's appendix, featuring Jun Sakaki, president of Ikkyu, and Minori Hanabusa, the head of the accommodations division, discussing how managing customer-specific profit can lead to remarkable growth. This exclusive conversation emphasizes the significance of maximizing good sales.

Moreover, Nishiguchi will be giving a special lecture at MarkeZine Day 2025 Retail on November 11, 2025, where he will summarize the essential themes of his book in a 40-minute session. This lecture is not to be missed, as it aims to clarify the core concepts of good and bad sales, helping marketers hone their strategies effectively.

For those interested in further exploring Nishiguchi's teachings, accompanying interviews and discussions are also available on marketing-focused media outlets like MarkeZine. His insights are expected to resonate deeply with professionals seeking to enhance their marketing acumen in an environment increasingly defined by rapid changes in consumer behavior and expectations.

Book Details

Title: Understanding Good and Bad Sales: The Foundation of Sustainable Marketing
Author: Kazuki Nishiguchi
Release Date: October 14, 2025
Price: 2,640 yen (2,400 yen + 10% tax)
Format: A5, 352 pages
Availability: This book will be available in bookstores and online. Check for purchase options through major retailers such as Amazon and SEshop.

Table of Contents

1. Introduction: Understanding Two Types of Sales
2. Good vs Bad Sales: What Do They Mean?
3. The Knowledge Required to Build Good Sales
4. The Importance of Loyal Customers
5. The High Lifetime Value of Good Sales
6. Finding Customers for Good Sales
7. Addressing Major Business Challenges
8. BtoB Good Sales: An Insight from Yasutaka Fukuda
9. Final Thoughts: Maximizing Good Sales for Growth

Kazuki Nishiguchi’s exploration in this book is set to redefine how marketing professionals perceive sales in today’s evolving market landscape, making it a must-read for anyone serious about enhancing their profit-generating strategies.