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Brezplačna dostava za naročila nad 69.99 € na paketomatih Pošte Slovenije.

Compassion, Inc.

Name: Compassion, Inc.
Brand: University of California Press
SKU: 04459378
Price: 39.54 EUR
Availability: InStock
Author: Mara Einstein
ISBN: 9780520266520

Mara Einstein

Jezik

Angleščina

Knjiga Trda

Koda Libristo: 04459378

Založba University of California Press, april 2012

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

Koda Libristo: 04459378

96 b

39.54 €

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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.