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

Preface

This book started as an investigation into the complaints against marketing in the anti-globalization movement at the beginning of the new millennium. Not only did anti-globalizers attack sweatshop practices, child labor, and environmental degradation in third-world countries, they also denigrated the global brands I used as examples of good global marketing in my Master’s of Business Administration (MBA) courses. Books appeared deploring the “McDonaldization” of society, and self-proclaimed anti-marketers advocated the boycott of leading brands. Young teenagers,including my own two daughters, refused to buy leading brands carefully targeted to them using our most advanced marketing techniques.

My daughters made me think. While I was touting ...