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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.

Social responsibility of business --- Consumer behavior --- Moral and ethical aspects --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- E-books --- Business & economics --- Commercial policy. --- Consumer behavior. --- american consumerism. --- american corporations. --- american marketing. --- business and charity. --- business and finance. --- business and philanthropy. --- business. --- cause-related marketing. --- charitable work. --- charities. --- commerce books. --- consumer marketplace. --- consumer products. --- corporations and charity. --- ethical branding. --- fair marketing. --- marketing and charity. --- marketing and sales. --- money and power. --- organization funding. --- pink ribbons. --- social justice. --- sustainability. --- sustainable business. --- sustainable consumerism. --- us economy. --- wealth.