# 1010393

Compassion, Inc.

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

Συγγραφέας: Einstein Mara
Εκδότης: University of California Press
ISBN: 9780520266520
Αριθμός Σελίδων: 240
Διαστάσεις: 23x2x15
Έτος Έκδοσης: 2012

Σύνοψη του βιβλίου "Compassion, Inc."

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.

Συγγραφέας/εις: Einstein Mara
Κατηγορία: management
ISBN: 9780520266520
Ημερ/νία έκδοσης: 27/03/2012
Εξώφυλλο: Hardback
Σελίδες: 240
Τόπος έκδοσης: Berkerley
Χώρα έκδοσης: United States
Βάρος βιβλίου: 499 gr
Διαστάσεις βιβλίου: 23x2x15 cm
Λεπτομέρειες εικονογράφησης: 1 line illustration


Preface 1 Value Brands ... They Ain't What They Used to Be 2 How Corporations Co-Opt Caring: Strategic Philanthropy, Cause-Related Marketing, and Corporate Social Responsibility 3 The Birth of the Hypercharity and the Rise of "Charitainment" 4 The Consequences of Co-Opting Compassion 5 Shopping Is Not Philanthropy. Period. 6 Can Companies Make a Difference? 7 We Are Not Consumers Notes Index

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