Compassion, Inc.

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

Nonfiction, Social & Cultural Studies, Social Science, Sociology
Cover of the book Compassion, Inc. by Mara Einstein, University of California Press
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Author: Mara Einstein ISBN: 9780520951631
Publisher: University of California Press Publication: April 26, 2012
Imprint: University of California Press Language: English
Author: Mara Einstein
ISBN: 9780520951631
Publisher: University of California Press
Publication: April 26, 2012
Imprint: University of California Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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