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Compassion, Inc. : how corporate America blurs the line between what we buy, who we are, and those we help

Autor Mara Einstein
Vydavatel: Berkeley : University of California Press, 2012.
Vydání/formát:   e-kniha : Document : State or province government publication : EnglishZobrazit všechny vydání a formáty
Databáze:WorldCat
Shrnutí:
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  Přečíst více...
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Detaily

Žánr/forma: Electronic books
Verenigde Staten
Doplňující formát: Print version:
Einstein, Mara.
Compassion, Inc.
Berkeley : University of California Press, 2012
(DLC) 2011030385
Typ materiálu: Document, Government publication, State or province government publication, Internetový zdroj
Typ dokumentu: Internet Resource, Computer File
Všichni autoři/tvůrci: Mara Einstein
ISBN: 9780520951631 0520951638
OCLC číslo: 785782250
Popis: 1 online resource (xvii, 222 pages)
Obsahy: Value brands --
they ain't what they used to be --
Strategic philanthropy, cause marketing, and CSR : how corporations co-opt caring --
The birth of the uber charity and the rise of charitainment --
The consequences of co-opting compassion --
Shopping is not philanthropy. Period --
Can companies make a difference? --
We are not consumers.
Odpovědnost: Mara Einstein.

Anotace:

Outlines how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. This title takes us through the ways in which large sums of consumer dollars go into  Přečíst více...

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