Leseprobe
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Compassion, Inc.
Mara Einstein
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University of California Press 
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.
Kundenbewertungen
business and charity, ethical branding, business and finance, social justice, marketing and charity, corporations and charity, marketing and sales, money and power, fair marketing, organization funding, business and philanthropy, sustainable consumerism, consumer products, us economy, consumer marketplace, charitable work, business, pink ribbons, american corporations, cause-related marketing, charities, sustainability, wealth, american consumerism, american marketing, commerce books, sustainable business