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Lois Lazarus shepherds sponsorships of cause-related cultural events for major marketers; she also teaches entertainment marketing at New York's New School of Social Research.

Age: 55

Title: president, Lois Lazarus & Associates

Insight: Entertainment is the best way to bring consumers together with causes and corporations. Music cuts across all cultures.

Tip: Music marketers need help identifying their audiences. Provide them with your research.

Winning formula: Be totally available, take responsibility, and assume all the blame. Give clients royal treatment.

Reminder: Corporations don't do social work. Every dollar for tie-ins must be measured and accounted for.

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