Research Catalog

Title

Lifestyle and event marketing : building the new customer partnership / Alfred L. Schreiber with Barry Lenson.

Author

Schreiber, Alfred L.

Publication

New York : McGraw-Hill, 1994.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Lenson, Barry.

Description

xvi, 263 pages; 24 cm

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.

Subjects

• Advocacy advertising > United States
• Issues management > United States
• Corporations > Public relations > United States
• Customer relations > United States
• Corporate sponsorship > United States

Bibliography (note)

• Includes bibliographical references (p. 249-258) and index.

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.

ISBN

0070561532 :

LCCN

93040818

OCLC

• 29255822
• ocm29255822

Owning Institutions

Columbia University Libraries