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Compassion, Inc.

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

Mara Einstein

EPUB
ca. 34,99
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University of California Press img Link Publisher

Geisteswissenschaften, Kunst, Musik / Pädagogik

Beschreibung

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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Schlagwörter

wealth, marketing and charity, charitable work, marketing and sales, business, american consumerism, money and power, commerce books, ethical branding, cause-related marketing, business and charity, sustainability, consumer products, american marketing, sustainable consumerism, american corporations, business and philanthropy, corporations and charity, charities, fair marketing, pink ribbons, consumer marketplace, business and finance, sustainable business, organization funding, social justice, us economy