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

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

作者 : Mara Einstein

出版社 : UNIVERSITY OF CALIFORNIA PRESS

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定價 : NT 1,050

售價9折, NT945

內容簡介


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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作者介紹

■作者簡介

Mara Einstein

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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