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.
General
Imprint: |
University of California Press
|
Country of origin: |
United States |
Release date: |
April 2012 |
First published: |
April 2012 |
Authors: |
Mara Einstein
|
Dimensions: |
229 x 152 x 21mm (L x W x T) |
Format: |
Hardcover - Cloth over boards
|
Pages: |
240 |
ISBN-13: |
978-0-520-26652-0 |
Categories: |
Books >
Business & Economics >
Business & management >
General
|
LSN: |
0-520-26652-8 |
Barcode: |
9780520266520 |
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