In Your Face (PDF)
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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.
Johny K. Johansson is McCrane/Shaker Professor of International Business and Marketing, McDonough School of Business, Georgetown University, where he specializes in international marketing strategy and consumer decision making. A native of Sweden, he is a graduate of the Stockholm School of Economics and University of California at Berkeley. His current research focuses on Japanese and European companies and markets.
Johansson has consulted and given executive seminars for companies worldwide, including General Electric, Marriott, and Xerox in the United States; Beiersdorff and Ford Werke AG in Germany; Volvo and Electrolux in Sweden; and Honda, Dentsu, and Fuji film in Japan. He has conducted seminars at institutions ranging from Stanford, MIT, and Columbia University in the United States to France's INSEAD, Spain's IESE, Germany's University of Cologne, and Hebrew University in Jerusalem, to Kobe and Hitotsubashi Universities in Japan, Chinese University of Hong Kong, and the Indian Institute of Management in Calcutta.
Johansson is author of Global Marketing and co-author of Relentless: The Japanese Way of Marketing.
- Autor: Johny Johansson
- 2004, Englisch
- ISBN-10: 013204501X
- ISBN-13: 9780132045018
- Erscheinungsdatum: 08.04.2004
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 2.21 MB
- Mit Kopierschutz
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