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Steven Rifkind Co

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BUSINESS
August 30, 1994 | BRUCE HOROVITZ
To be hip in urban America, a new product's gotta have street buzz. But some cutting-edge marketers are now convinced that the buzz needs some carefully crafted cajoling. Enter the Street Team. The name of this urban marketing group sounds like some sort of tactical weapons squad. But the "weapons" are freebies--T-shirts, records, posters--that are used as tools to promote new products, from Miramax films to hip-hop albums from Sony.
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BUSINESS
August 30, 1994 | BRUCE HOROVITZ
To be hip in urban America, a new product's gotta have street buzz. But some cutting-edge marketers are now convinced that the buzz needs some carefully crafted cajoling. Enter the Street Team. The name of this urban marketing group sounds like some sort of tactical weapons squad. But the "weapons" are freebies--T-shirts, records, posters--that are used as tools to promote new products, from Miramax films to hip-hop albums from Sony.
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