Taking Event Marketing To New Heights

The author describes how AT&T's approach to event marketing has evolved and, using the specific illustration of the NBA Shootout, how direct marketing techniques and database resources have refined their strategy.

Taking Event Marketing To New Heights

Data-driven promotions create new opportunities for leveraging sponsorships

Earl QuenzelAT&T

Today, corporate partnerships, sponsorships and event marketing are big business, and AT&T is involved in a big way....