Bose listens to its marketing future and finds audience engagement in sports sponsorship

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Amar Bose was a technologist true to the Massachusetts Institute of Technology’s (MIT) rich academic heritage. And, when he launched what he had good reason to believe were the world’s finest speakers in 1968, he embraced advertising with...

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