In Your Face
Subtitle: How American Marketing Excess Fuels Anti-Americanism
Publisher: Financial Times Prentice Hall
Published: April 8, 2004
Language: eng
Format: Hardcover
Number of pages: 224
ISBN-13: 9780131438187
Subjects: Sales & marketing; International Marketing; Social Science; Politics / Current Events; Sociology; USA; Globalization; International - Marketing; Business & Economics / Marketing / International; Popular Culture - General; Advertising; Export marketing; Moral and ethical aspects; Political aspects; United States
First sentence: I don't know how you feel, but in the past couple of years, a number of things have happened that make me feel as if the world is crumbling.
Description: "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 24x7 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 American 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.""--Jacket.