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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."
The new global rebellion against American marketing
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.
1. Three Strikes.
Strike One: Anti-Marketing. Strike Two: Anti-Globalization. Strike Three: Anti-Americanism.
Early Stirrings. The New Anti-Marketing. Brands as Weapons. Being "In the Market". Crowding Out. From Consumer to Citizen. The New Brief.
In-Your-Face Logic. The Marketer's View of People. The Empowered Consumer? Marketing Know-How. Competitive Pressure. Marketing as Warfare. Damned If You Do…
A Sales Orientation. Global Standardization. Global Synchronization. Country of Origin. Foreign Legitimacy. Who Needs Foreign Brands? The U.S. Size Advantage. Ethnocentric Marketing. Anti-American Sentiments.
The Anti-Globalization Case. Globalization Successes. A Coalition of the Diverse. "McDonaldization". "McWorld". No Logo. Market Power. Anti-Globalization Success? The Local Advantage. The New Cola War. Global Localization. A Wake-up Call.
Few Products Targeted. The Japanese Case. The European Case. Youth at Risk? Anti-Globalization Limits. The Affluence Effect. The Commercialized Society.
Before 9/11. The 9/11 Effect. The Fallout.
Destination America. Universal Values: Pro and Con. Marketing's Role. America Is Not the World.
Most Commercialized? The European Picture. Way of Life. Patriotism. Marketing Religion. Your Choice.
The Pro-Marketing Case. The Pro-Globalization Case. The Pro-American Case. Transcending Consumerism. No Globalized Uniformity.