| Description |
xvi, 263 pages ; 24 cm |
| Contents |
1. What Is Lifestyle Marketing? -- 2. The Coming of Age of the U.S. Consumer -- 3. Connecting with Your Customers -- 4. Finding the Sponsorship That's Right for You -- 5. Creating a Winning Program -- 6. Project Leverage: Extending Your Program for Maximum Results -- 7. Balancing Your Portfolio with Additional Programs -- 8. Keeping Accountable: How to Determine and Document the Success of Your Lifestyle Marketing -- 9. For Fundraisers, a Match Made in Heaven -- 10. The New Partnership |
| Summary |
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 |
| Analysis |
Business Public relations |
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United States |
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Business Public relations |
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United States |
| Notes |
Spine title: Lifestyle & event marketing |
| Bibliography |
Includes bibliographical references (pages 249-258) and index |
| Subject |
Advocacy advertising -- United States.
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Corporate sponsorship -- United States.
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Corporations -- Public relations -- United States.
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Customer relations -- United States.
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Customer relations.
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Issues management -- United States.
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| Author |
Lenson, Barry.
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| LC no. |
93040818 |
| ISBN |
0070561532 (acid-free, recycyled paper) |
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