Compassion, Inc.
Regular price
€38.99
A01=Mara Einstein
american consumerism
american corporations
american marketing
Author_Mara Einstein
business
business and charity
business and finance
business and philanthropy
Category=KJR
cause-related marketing
charitable work
charities
commerce books
consumer marketplace
consumer products
corporations and charity
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
ethical branding
fair marketing
marketing and charity
marketing and sales
money and power
organization funding
pink ribbons
social justice
sustainability
sustainable business
sustainable consumerism
us economy
wealth
Product details
- ISBN 9780520266520
- Weight: 499g
- Dimensions: 152 x 229mm
- Publication Date: 26 Apr 2012
- Publisher: University of California Press
- Publication City/Country: US
- Product Form: Hardback
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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.
Mara Einstein is Associate Professor of Media Studies at Queens College. She is the author of Brands of Faith: Marketing Religion in a Commercial Age. She has worked as a senior marketing executive in both broadcast and cable television as well as at major advertising agencies.
