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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
Editora: Berkeley : University of California Press, 2012.
Edição/Formato   e-book : Documento : Publicação de governo estadual ou província : InglêsVer todas as edições e formatos
Resumo:
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  Ler mais...
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Gênero/Forma: Electronic books
Verenigde Staten
Formato Físico Adicional: Print version:
Einstein, Mara.
Compassion, Inc.
Berkeley : University of California Press, 2012
(DLC) 2011030385
Tipo de Material: Documento, Publicação do governo, Publicação de governo estadual ou província, Recurso Internet
Tipo de Documento Recursos de internet, Arquivo de computador
Todos os Autores / Contribuintes: Mara Einstein
ISBN: 9780520951631 0520951638
Número OCLC: 785782250
Descrição: 1 online resource (xvii, 222 pages)
Conteúdos: 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.
Responsabilidade: Mara Einstein.

Resumo:

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  Ler mais...

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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, Ler mais...

 
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