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

Univ of California Press
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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 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.

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About the author

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.

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Additional Information

Publisher
Univ of California Press
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Published on
Apr 26, 2012
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Pages
240
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ISBN
9780520951631
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Language
English
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Genres
Social Science / General
Social Science / Sociology / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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Eligible for Family Library

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#1 NEW YORK TIMES BESTSELLER, NAMED BY THE TIMES AS ONE OF "6 BOOKS TO HELP UNDERSTAND TRUMP'S WIN" AND SOON TO BE A MAJOR-MOTION PICTURE DIRECTED BY RON HOWARD

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