In your face how American marketing excess fuels anti-Americanism
"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 24x7 consumers, drives U.S. free market materialism at the expense of local values, and seeks to "McDona...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Upper Saddle River, NJ :
Financial Times Prentice Hall
c2004.
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| Edición: | 1st edition |
| Colección: | Financial Times Prentice Hall books
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627053906719 |
| Sumario: | "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 24x7 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 American 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.""--Jacket. |
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| Notas: | Bibliographic Level Mode of Issuance: Monograph |
| Descripción Física: | 1 online resource (xviii, 206 p. ) Available also in a print edition |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781280755705 9786610755707 9780132045018 |
