Zen and the art of cause-related marketing.(Panel Discussion): An article from: Chief Executive (U.S.)

This digital document is an article from Chief Executive (U.S.), published by Chief Executive Publishing on October 1, 1998. The length of the article is 5379 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Companies are sponsoring the arts, professional sports, education and various social and community causes in an effort to reach customers with private interests and passions. In a recent roundtable discussion sponsored by Chief Executive magazine, nine leaders of their own organizations talked about the issue of cause-related or 'intellectual' marketing. BMW (US) Holding CEO Henrich Heitmann, whose company recently sponsored a Guggenheim exhibition, claimed that it is important to balance sensitivity and good taste with the needs of the company and its shareholders when considering financing non-commercial activities. United Way of America CEO Betty Stanley Beene said that her company supports organizations whose brands complement its own. Other leaders who shared their views on cause-related marketing were Agile Web Pres William Adams, Ferro CEO Albert Bersticker, Atlantic Mutual CEO Klaus Dorfi and Solomon Guggenheim Museum Dir Thomas Krens.

Citation Details
Title: Zen and the art of cause-related marketing.(Panel Discussion)
Author: J.P. Donlon
Publication:Chief Executive (U.S.) (Magazine/Journal)
Date: October 1, 1998
Publisher: Chief Executive Publishing
Issue: n138 Page: p50(8)

Article Type: Panel Discussion

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