In Your Face : How American Marketing Excess Fuels Anti-Americanism
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Book Description
Reveals the new worldwide rebellion that is brewing against American marketing, how global politics is reshaping the playing field for U.S. companies, and how to overcome the hidden one-size-fits-all ethnocentrism that's fatal to marketers abroad. DLC: Export marketing--Political aspects--United States
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"Globalization, commercialization and Americanization are changing the lives of almost everybody on the planet. The uniqueness of this book is that it tackles these trends together, and head-on. The balance of knowledge and feeling makes it an important book in a field plagued by one-sided pro- and anti- pieces.¿David Arnold, author of The Mirage of Global Markets
Millions of people around the world have come to despise the United States. One of the biggest reasons is American ""in-your-face"" marketing, which treats people everywhere as 24 × 7 consumers, drives U.S. free market materialism at the expense of local values, and seeks to ""McDonaldize"" the entire globe.
In this book, one of the world's leading experts on global marketing steps back to see its true impact. Johny K. Johansson looks at American marketing from the perspective of the non-U.S. consumer: as the first wave of a cultural assault by an arrogant, wasteful society of overfed, gas-guzzling, SUV-driving bullies.
Johansson considers the Bush administration's ""repositioning"" of America and the post-9/11 collapse of American popularity from the perspective of a professional global marketer. He then offers practical guidance for marketers who wish to succeed in global markets without becoming ""ugly Americans.""
In Your Face reveals the new worldwide rebellion that's brewing against American marketing. Renowned international marketing expert Johny K. Johansson explains why global customers will no longer put up with the traditional tactics of western companies. Most important, he offers a new path to sustainable profits¿a path based on respect, not domination.
Along the way, Johansson shows why American brands are especially susceptible to attack, how global politics is reshaping the playing field for U.S. companies, and how to overcome the hidden ""one-size-fits-all"" ethnocentrism that's fatal to marketers abroad."
--This text refers to the
Digital
edition.
In Your Face : How American Marketing Excess Fuels Anti-Americanism
In Your Face : How American Marketing Excess Fuels Anti-Americanism,Johny Johansson,Financial Times Prentice Hall,0131438182,Advertising,Export marketing,Globalization,International - Marketing,International Marketing,Moral and ethical aspects,Political aspects,Politics - Current Events,Popular Culture - General,Social Science,Sociology,United States,Business & Economics / Marketing / International
In Your Face : How American Marketing Excess Fuels Anti-Americanism
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