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

저자: Mara Einstein
출판사: Berkeley : University of California Press, 2012.
판/형식:   전자도서 : 문서 : 주 또는 도 정부 간행물 : 영어모든 판과 형식 보기
요약:
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  더 읽기…
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장르/형태: Electronic books
Verenigde Staten
추가적인 물리적 형식: Print version:
Einstein, Mara.
Compassion, Inc.
Berkeley : University of California Press, 2012
(DLC) 2011030385
자료 유형: 문서, 정부 간행물, 주 또는 도 정부 간행물, 인터넷 자료
문서 유형 인터넷 자원, 컴퓨터 파일
모든 저자 / 참여자: Mara Einstein
ISBN: 9780520951631 0520951638
OCLC 번호: 785782250
설명: 1 online resource (xvii, 222 pages)
내용: 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.
책임: Mara Einstein.

초록:

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  더 읽기…

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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, 더 읽기…

 
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