|About the Book|
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 localMoreMillions 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 worlds 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 administrations 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: meet the new ugly American - American marketers abroad - loud, short-sighted, and ineffective- live by the brand, die by the brand - why American brands are the #1 targets of the anti-globalization movement- one size does not fit all - no matter how much global marketers say it does- after 9/11 - the disastrous repositioning of America - Bush unilateralism versus traditional American values- toward a more humane global marketing - local awareness and respect and the long-term route to sustainable profit- and the new global rebellion against American marketing. In-your-face includes: American marketing - the not-so-hidden cause of global anti-Americanism is revealed- the repositioning of America and why American popularity overseas has collapsed- how to profitably market internationally, without promoting anti-Americanism- and a desperately needed wake-up call for American companies in global markets. In Your Face reveals the new worldwide rebellion thats 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 thats fatal to marketers abroad.