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

Auteur : Mara Einstein
Éditeur : Berkeley : University of California Press, 2012.
Édition/format :   Livre électronique : Document : State or province government publication : EnglishVoir toutes les éditions et tous les formats
Base de données :WorldCat
Résumé :
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  Lire la suite...
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Genre/forme : Electronic books
Verenigde Staten
Format – détails additionnels : Print version:
Einstein, Mara.
Compassion, Inc.
Berkeley : University of California Press, 2012
(DLC) 2011030385
Type d’ouvrage : Document, Government publication, State or province government publication, Ressource Internet
Format : Internet Resource, Computer File
Tous les auteurs / collaborateurs : Mara Einstein
ISBN : 9780520951631 0520951638
Numéro OCLC : 785782250
Description : 1 online resource (xvii, 222 pages)
Contenu : 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.
Responsabilité : Mara Einstein.

Résumé :

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  Lire la suite...

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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, Lire la suite...

 
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