Compassion, Inc.

Name: Compassion, Inc.
Brand: University of California Press
SKU: 9780520266520
Price: 927 CZK
Availability: InStock

Autor: Mara Einstein

Jazyk:

Vazba: Pevná

Vydavatel: University of California Press

Dostupnost: Skladem u dodavatele

Odesíláme za 9-15 dnů

927 Kč

Pink ribbons, red dresses, and greenwashing - American corporations are scrambling to tug at consume...

Informace o knize

Autor

Mara Einstein

Jazyk

Angličtina

Vazba

Kniha - Pevná

Vydáno

2012

Stránek

240

EAN

9780520266520

ISBN

0520266528

Enbook ID

04459378

Vydavatel

University of California Press

Hmotnost

464

Rozměry

158 x 229 x 20

Kompletní popis

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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Compassion, Inc.

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