Compassion, Inc. [electronic resource] : how corporate America blurs the line between what we buy, who we are, and those we help / Mara Einstein.

Compassion, Inc. [electronic resource] : how corporate America blurs the line between what we buy, who we are, and those we help / Mara Einstein.

9780520951631 (electronic book)
9780520266520

Berkeley : University of California Press, 2012.

English

1 online resource (xvii, 222 pages)

HD60 .E38 2012eb

381.3

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....

Includes bibliographical references and index.

Access limited to authorized users.

Description based on print version record.

Online Resources > Ebooks
All Resources