Full access to Entrepreneur for $5

Tragic Taste

When does showing your company's support cross the "downright tacky" line?

This story appears in the January 2002 issue of Entrepreneur. Subscribe »

"The end of marketing as we know it." That's what Atlanta-based Zyman Marketing Group dubbed its survey about shifting attitudes since the September terrorist attacks. It's a fair description of the transformation businesses must make: As Americans strive to return to normal, your marketing tactics can't.

"You can't separate the political climate from the marketing climate," says Dan Reid, president of the financial and professional services marketing group at international PR firm Weber Shandwick.

Continue reading this article -- and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!