Description

Pink ribbons, red dresses, and greenwashing - American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74 per cent. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding "No"! In "Compassion, Inc", she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.

Compassion, Inc.: How Corporate America Blurs the Line between What We Buy, Who We Are, and Those We Help

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£37.26

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Hardback by Mara Einstein

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Pink ribbons, red dresses, and greenwashing - American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate... Read more

    Publisher: University of California Press
    Publication Date: 26/04/2012
    ISBN13: 9780520266520, 978-0520266520
    ISBN10: 0520266528

    Number of Pages: 240

    Non Fiction , Business, Finance & Law

    Description

    Pink ribbons, red dresses, and greenwashing - American corporations are scrambling to tug at consumer heartstrings through cause-related marketing, corporate social responsibility, and ethical branding, tactics that can increase sales by as much as 74 per cent. Harmless? Marketing insider Mara Einstein demonstrates in this penetrating analysis why the answer is a resounding "No"! In "Compassion, Inc", she outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.

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