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

Verfasser/in: Mara Einstein
Verlag: Berkeley : University of California Press, 2012.
Ausgabe/Format   E-Book : Dokument : Bundesstaatliche Regierungsveröffentlichung : EnglischAlle Ausgaben und Formate anzeigen
Datenbank:WorldCat
Zusammenfassung:
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  Weiterlesen…
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Gattung/Form: Electronic books
Verenigde Staten
Physisches Format Print version:
Einstein, Mara.
Compassion, Inc.
Berkeley : University of California Press, 2012
(DLC) 2011030385
Medientyp: Dokument, Amtliche Veröffentlichung, Bundesstaatliche Regierungsveröffentlichung, Internetquelle
Dokumenttyp: Internet-Ressource, Computer-Datei
Alle Autoren: Mara Einstein
ISBN: 9780520951631 0520951638
OCLC-Nummer: 785782250
Beschreibung: 1 online resource (xvii, 222 pages)
Inhalt: 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.
Verfasserangabe: Mara Einstein.

Abstract:

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  Weiterlesen…

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"Einstein has the unenviable task of reminding us that shopping is not philanthropy. The consumer marketplace is increasingly becoming the mechanism for funding organizations that do charitable work, Weiterlesen…

 
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