Compassion, Inc.

Compassion, Inc.

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Pink ribbons, red dresses, and greenwashinga€”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 qNo!q 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.Letter carriers would pick up the bags and donate the food to local food banks. ... Notsurprisingly, leadership companies includemanyof the largestfood producers (ConAgra, Kellogg, Kraft)andretailers (Walmart, SuperValu, Kroger). 37Productanbsp;...

Title:Compassion, Inc.
Author: Mara Einstein
Publisher:Univ of California Press - 2012-04-26

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