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Book Cover
Author Einstein, Mara.

Title Compassion, Inc. : how corporate America blurs the line between what we buy, who we are, and those we help / Mara Einstein
Published Berkeley : University of California Press, 2012


Description 1 online resource (xvii, 222 pages)
Contents Value brands -- they ain't what they used to be -- Strategic philanthropy, cause marketing, and CSR : how corporations co-opt caring -- The birth of the uber charity and the rise of charitainment -- The consequences of co-opting compassion -- Shopping is not philanthropy. Period -- Can companies make a difference? -- We are not consumers
Summary 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
Bibliography Includes bibliographical references and index
Notes English
Print version record
Subject Social responsibility of business -- United States
Consumer behavior -- Moral and ethical aspects -- United States
BUSINESS & ECONOMICS -- Commercial Policy.
BUSINESS & ECONOMICS -- Consumer Behavior.
SOCIAL SCIENCE -- Sociology -- General.
Consumer behavior -- Moral and ethical aspects.
Social responsibility of business.
Ethische aspecten.
Misleidende reclame.
Sociale verantwoordelijkheid.
United States.
Genre/Form Verenigde Staten.
Form Electronic book
LC no. 2011030385
ISBN 9780520951631