Rebuilding Brand America: What We Must Do to Restore Our Reputation and Safeguard the Future of American Business AbroadAmerican Management Association, 2007 - 296 páginas Anti-American feeling is at an all-time high. Other nations and cultures have singled out our businesses, government, and way of life for harsh scorn, widespread resentment, even violence. Rebuilding Brand America is an exploration of anti-Americanism, from its causes and earliest manifestations to current efforts to mitigate it. Martin explains why many of these efforts failed, and reviews the many prescriptions formulated by more than a dozen task forces. He then bases his recommendations on the best practices of leading companies, and on his own 32-year career in public relations and brand management. Rebuilding Brand America features exclusive interviews with journalists, media and PR professionals, and executives from global icons like McDonald's, Wal-Mart, and FedEx, and analyzes the groundbreaking work of thought leaders such as:
* Pollster John Zogby, whose insights into the Muslim world continue to inform policy in the Middle East. * Newsweek editor Fareed Zakaria, whose essay on the 9/11 attacks shed new light on the Islamic mind. * Keith Reinhard, president of Business for Diplomatic Action, a non-partisan business group organized to fight anti-Americanism by addressing its causes in U.S. business practice.
Based on a deep understanding of anti-Americanism's roots, Rebuilding Brand America is a call to action that will help U.S.-based companies prosper in global markets. |
Conteúdo
Tilting at Windmills | 15 |
The Queen of Branding | 24 |
Charlotte in Wonderland | 34 |
The Prince of Pollsters | 43 |
Measuring Distance in Kilograms | 51 |
Why Do They Hate Us? | 63 |
The Pictures in Their Heads | 72 |
The Business of America | 84 |
Sink Roots Dont Just Spread Branches | 162 |
Go Glocal | 175 |
Share Your Customers Cares | 187 |
StiffNecked TreeHugging Critics | 201 |
Share Your Customers Dreams | 213 |
Myth America | 223 |
A Lever to Move the World | 233 |
Waging Peace | 246 |
The Power of Brands | 95 |
Brand America | 105 |
CEOs in Handcuffs | 115 |
Plague or Paranoia? | 125 |
In Search of AntiAntiAmericans | 141 |
The Path to Happy | 150 |
The Last Three Feet | 257 |
A NOTE ABOUT THE ENDNOTES | 262 |
NOTES | 263 |
ACKNOWLEDGMENTS | 289 |
291 | |
Outras edições - Ver todos
Rebuilding Brand America: What We Must Do to Restore Our Reputation and ... Dick Martin Visualização parcial - 2007 |
Rebuilding Brand America: What We Must Do to Restore Our Reputation and ... Dick MARTIN Visualização parcial - 2007 |