RT Web Page DB /z-wcorg/ DS http://worldcat.org ID 785782250 LA English UL http://site.ebrary.com/id/10533540 T1 Compassion, Inc. how corporate America blurs the line between what we buy, who we are, and those we help A1 Einstein, Mara., PB University of California Press PP Berkeley YR 2012 SN 0520266528 9780520266520 0520951638 9780520951631 1280112166 9781280112164 AB 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.