Lifestyle and event marketing
Subtitle: building the new customer partnership
By: Alfred L. Schreiber, with Barry Lenson.
Contributors: Lenson, Barry.
Publisher: McGraw-Hill
Published: 1994
Place of publication: New York
Language: eng
Number of pages: 263
Subjects: Corporations -- Public relations -- United States.; Issues management -- United States.; Advocacy advertising -- United States.; Corporate sponsorship -- United States.; Customer relations -- United States.
Other titles: Lifestyle & event marketing.
Description: Now, from the marketing wizard who is on the forefront of this revolutionary technique and was the driving force behind such pioneering lifestyle events as Hands Across America (created, promoted, and sponsored by Coke and Citibank) and the Olympic Torch Relay (sponsored by AT&T), comes the practical guide you need to initiate and implement equally effective and memorable marketing campaigns in your organization.

Find out how to cut through the communications clutter and join America's most forward-looking and progressive companies by effectively reaching today's overexposed and often overwhelmed consumer with a proven, leading-edge marketing approach that connects with customers' deeply felt attitudes, beliefs, and aspirations.
Notes: Includes bibliographical references (p. 249-258) and index.
Spine title: Lifestyle & event marketing.