Compassion, Inc: How Corporate America Blurs the Line Between What We Buy, Who We Are, and Those We Help

by Mara Einstein

Book Overview

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%. 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...

• Format: Hardcover
• Language: English
• ISBN: 0520266528
• ISBN13: 9780520266520
• Release Date: April 2012
• Publisher: University of California Press
• Length: 240 Pages
• Weight: 0.60 lbs.
• Dimensions: 0.8" x 6.3" x 9.2"