Compassion, Inc. : How Corporate America Blurs the Line Between What We Buy, Who We Are, and Those We Help
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| Title: | Compassion, Inc. : How Corporate America Blurs the Line Between What We Buy, Who We Are, and Those We Help |
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| 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%. 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. |
| Authors: | Mara Einstein |
| Resource Type: | eBook. |
| Subjects: | Social responsibility of business--United States, Consumer behavior--Moral and ethical aspects--United States |
| Categories: | SOCIAL SCIENCE / Sociology / General, SOCIAL SCIENCE / General |
| Database: | eBook Collection (EBSCOhost) |
| Abstract: | 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%. 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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| ISBN: | 9780520266520 9780520951631 |
