【圖書簡介】 In Your Face reveals the new worldwide rebellion that's brewing against Americanmarketing. Renowned international marketing expert Johny K. Johansson explains whyglobal customers will no longer put up with the traditional tactics of westerncompanies. 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 Americanmarketing， 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 tomarketers abroad. 作者簡介：Johny K. Johansson is McCrane/Shaker Professor of International Business andMarketing， 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 toFrance'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.
【本書目錄】 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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