Zen and the Art of “Motorcycle” Marketing

Desperate to pierce the clutter of multiple messages, companies are taking a page from the sports marketers playbook-advancing their messages in the form of sponsorship of the arts. museums, and all manner of social and community causes. Does cause-related or “intellectual” marketing work? Since hard measures are nonexistent, much depends on. one’s expectations. CE gathered CEOs in both the profit and nonprofit world to compare notes.

October 1 1998 by JP Donlon