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How Corporate America Blurs the Line between What We Buy, Who We Are, and Those We Help
University of California Press
May 2012
On Sale: April 26, 2012
240 pages
ISBN: 0520266528
EAN: 9780520266520
Kindle: B0077RO5L4
Hardcover / e-Book
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Non-Fiction
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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