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

This is an interesting read that makes astute observations about the effect of American marketing. Statistics and studies are cited, though some observations are more empirical in nature. The book becomes even more engaging when the author adds some personal stories. It's a short book and a quick read. The content is suitable for laymen who want a new perspective of how America approaches marketing versus other countries in the world.

An old MBA buddy of mine Fedexed me a copy of this book (he and I were disgruntled grad students, disappointed in the way American firms seemed to have culturally insensitive ways of marketing). After our MBA several years ago, we were indoctrinated with the mantra "shareholder wealth!". We sadly cling to this idealogy to this day (food on the table anyone?). He's now in marketing, while I am in Finance/Public Policy. I opened the FedexPak and lauged at the cover of the book (very in your face indeed). I was happy that it didn't read like a textbook, it reads like a long conversation with the author. Johansson has strong (sometimes biased) solid opinions about the state of marketing around the world, linking what was never obviously linkable: Marketing, Anti-Americanism, and Globalization. He makes you realize that we (as individual consumers) are forever surrounded by marketing media (and it's true!) and we take for granted our ability to "control" the marketing that we receive. After telling us that Marketing is no longer the friendly innocent shopping helper that we believe it to be, he shows us why American-style Marketing indirectly fuels other countries' hatred of Americans. It's not just about oil, or weapons, or Christianity. It's about Marketing. Sad but true again. This is a very timely book. Be careful though, once you read this you'll develop a healthy level of paranoia everytime you see an advertisement, hear a jingle, or watch a commercial. You'll ask yourself, what are they really selling?

This book captures the sentiment of non-Americans worldwide. It's great that Johansson discusses both sides (that of American Companies, George W. Bush, Ad agencies, AND that of consumers around the world). It's time to discover better marketing techniques, methods that are not as In Your Face.

J. Johansson's introspective look at the state of marketing and the cultural sprawl it is causing throughout the world is a worthwhile read. The arrogance of American marketers, illustrated by the Bush administration, has caused havoc for humans throughout the world. Marketers such as Nike and McDonald's have taken advantage of globalization and free trade with standardizations they perceive as efficient while the of the world perceives them as imperialistic. Their assumptions on the desires and wants are falsely measured - leading to increasing resentment towards the nation which harbors and promotes capitalism.My favorite sections of the book are Johnansson's own personal experiences growing up in the States - how he has seen the country change from what it was in the sixties, how his MBA students really don't leave understanding global marketing, how marketing practices lead to greater social inequalities and homogenized, stale thoughts. The lowest common denominator has been created by brand strategists. He provides an interesting comparison of the practices in Europe and Japan vs. American and relates it back to much of the recent WTO protests. This is the perfect follow-up to Naomi Klein's No Logo. Towards the end of the book, Johansson provides a way out and shows us that there is a light at the end of the tunnel. I suppose the results of this November's election is tied to whether we reach that point.