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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.

About J.P. Donlon

J.P. Donlon
J.P. Donlon is Editor Emeritus of Chief Executive magazine.