One of the world's leading experts on global marketing reveals the new worldwide rebellion that's brewing against American marketing. Johansson looks at American marketing from the perspective of the non-U.S. consumer, and 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 based on respect, not domination.
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One of the world's leading experts on global marketing reveals the new worldwide rebellion that's brewing against American marketing. Johansson looks at American marketing from the perspective of the non-U.S. consumer, and 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 based on respect, not domination.
Read Less
