Home > Store

In Your Face: How American Marketing Excess Fuels Anti-Americanism

Register your product to gain access to bonus material or receive a coupon.

In Your Face: How American Marketing Excess Fuels Anti-Americanism


  • Sorry, this book is no longer in print.
Not for Sale



  • Offers the business community a desperately needed wake-up call for American companies in global markets.
  • Examines and explains the "repositioning" of America: why American popularity overseas has collapsed.
  • Practical guidance on how to market internationally without promoting anti-Americanism.


  • Copyright 2004
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-143818-2
  • ISBN-13: 978-0-13-143818-7

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."

  • 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

The new global rebellion against American marketing

  • "In-your-face" American marketing–the not-so-hidden cause of global anti-Americanism.
  • The "repositioning" of America and why American popularity overseas has collapsed
  • How to profitably market internationally, without promoting anti-Americanism
  • A desperately needed wake-up call for American companies in global markets

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.

Sample Content

Online Sample Chapter

Why Do Marketers Do What They Do?

Downloadable Sample Chapter

Untitled Document Download the Sample Chapter related to this title.

Table of Contents



1. Three Strikes.

Strike One: Anti-Marketing. Strike Two: Anti-Globalization. Strike Three: Anti-Americanism.

2. The Anti-Marketing Case.

Early Stirrings. The New Anti-Marketing. Brands as Weapons. Being "In the Market". Crowding Out. From Consumer to Citizen. The New Brief.

3. Why Do Marketers Do What They Do?

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…

4. Global Marketing as Bad Marketing.

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.

5. Anti-Globalization and Marketing.

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.

6. Why Only American Brands?

Few Products Targeted. The Japanese Case. The European Case. Youth at Risk? Anti-Globalization Limits. The Affluence Effect. The Commercialized Society.

7. Anti-Americanism and Marketing.

Before 9/11. The 9/11 Effect. The Fallout.

8. Who Wants to Be American?

Destination America. Universal Values: Pro and Con. Marketing's Role. America Is Not the World.

9. Are Foreign Countries Any Better?

Most Commercialized? The European Picture. Way of Life. Patriotism. Marketing Religion. Your Choice.

10. Accentuate the Positive.

The Pro-Marketing Case. The Pro-Globalization Case. The Pro-American Case. Transcending Consumerism. No Globalized Uniformity.



Untitled Document

This book started as an investigation into the complaints againstmarketing in the anti-globalization movement at the beginning of the newmillennium. Not only did anti-globalizers attack sweatshop practices,child labor, and environmental degradation in third-world countries,they also denigrated the global brands I used as examples of good globalmarketing in my Master's of Business Administration (MBA) courses. Booksappeared deploring the "McDonaldization" of society, and self-proclaimedanti-marketers advocated the boycott of leading brands. Young teenagers,including my own two daughters, refused to buy leading brands carefullytargeted to them using our most advanced marketing techniques.

My daughters made me think. While I was touting Nike in class as agreat example of global outsourcing and brand building, my own daughtersparticipated in anti-globalization demonstrations against the brand.Starbucks, the globalizing chain of coffee houses, was picketed becausetheir strategy of blanketing neighborhoods with Starbucks outlets forcedlocal cafes out of business. The Gap, Disney, and McDonald's, iconicbrands for us in marketing, were disparaged, or "dissed," in chat roomson the Web. This needed some explanation.

After I started to write, the anti-globalization movement graduallymorphed into another kind of movement. You all know what happened. OnSeptember 11, 2001, terrorists attacked the World Trade Center and thePentagon. It was sort of anti-globalization gone berserk. As peoplearound the world voiced support for the Americans, the air seemed tohave gone out of the anti-globalization movement. This was way biggerthan just international trade or economics. I put the preliminary drafton the shelf for the time being.

But as America turned the war on terrorism into a war PIon Iraq, and inthe process lost the support of its allies, the anti-globalizationmovement turned first into an anti-war movement, and then into ananti-American movement abroad. And now marketing issues seemed relevantagain. For one thing, the rhetorical style of the Bush administration'swar campaign very much resembled the in-your-face communicationstrategies common in American marketing. In addition, the unilateral wartalk removed any foreign inhibitions against attacking America and itsbrands, reawakening the animosity toward globalization. The Americanswere the main proponents of war, and they were also the main proponentsof globalization. Anti-Americanism and anti-globalization seemed twosides of the same coin, and marketing surely played a common role inboth movements. Exploring this role seemed important. I got back to thebook. This is the result.


Untitled Document Download the Index related to this title.


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020