In Your Face美国式营销如何激起反美文化 mobi 下载 网盘 caj lrf pdf txt 阿里云

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.

In Your Face reveals the new worldwide rebellion that's brewing against American

marketing, 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.

作者简介：

Johny K. Johansson is McCrane/Shaker Professor of International Business and

Marketing, McDonoughSchool 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; Beiersdorffand Ford Werke AG in Germany; Volvo and Electrolux in Sweden; and Honda, Dentsu, and Fuji film in Japan. Hehas 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.

Acknowledgments

Preface

Chapter 1 Three Strikes

Chapter 2 The Anti-Marketing Case

Chapter 3 Why Do Marketers Do What They Do?

Chapter 4 Global Marketing as Bad Marketing

Chapter 5 Anti-Globalization and Marketing

Chapter 6 Why Only American Brands?

Chapter 7 Anti-Americanism and Marketing

Chapter 8 Who Wants to Be an American?

Chapter 9 Are Foreign Countries Any Better?

Chapter 10 Accentuate the Positive

Index

Chapter 6

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