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"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."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

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CHOICE Review

The authors attempt to explain the marketing relationship between lifestyles and target marketing. They base their work on the belief that companies that reflect values and are able to tie those values to the marketplace through sponsorships will succeed. This belief is based on the premise that companies need to give something back to their consumers as they legitimize the consumption of their products. The authors contend that management structures will change, becoming less vertical and more horizontal, and that consumers will benefit from these changes. The book is written in an easy-to-read format with a large number of examples and illustrations. It will provide a basic understanding for marketers wishing to develop new partnerships between corporations and public events. Upper-division undergraduate through professional. W. G. Ellis; Concordia University