Compassion, Inc. PDF ePub eBook

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Compassion, Inc. free pdf 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 how cause-related marketing desensitizes the public by putting a pleasant face on complex problems. She takes us through the unseen ways in which large sums of consumer dollars go into corporate coffers rather than helping the less fortunate. She also discusses companies that truly do make the world a better place, and those that just pretend to.

About Mara Einstein

Mara Einstein is Associate Professor of Media Studies at Queens College. She is the author of Brands of Faith: Marketing Religion in a Commercial Age. She has worked as a senior marketing executive in both broadcast and cable television as well as at major advertising agencies.

Details Book

Author : Mara Einstein
Publisher : University of California Press
Data Published : 27 March 2012
ISBN : 0520266528
EAN : 9780520266520
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 240 pages
Age + : 15 years
Language : English
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