首頁外文書商業行銷行銷市場 〉Compassion, Inc.: How Corporate America Blurs the Line between What We Buy, Who We Are, and Those We Help
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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

出版日期 / 2012/04/01

商品語言 / 英文

裝訂 / 精裝

定價 / NT$1,050

售價 / 9折, NT$ 945

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


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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.








詳細資料

誠品26碼 /2680699139007
ISBN 13 /9780520266520
ISBN 10 /0520266528
EAN /9780520266520

頁數240
裝訂精裝
級別
語言英文




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