ABSTRACT
The sponsors of LIFT’s inaugural Education Programme claimed that the sponsorship had not represented ‘value for money’. We had endeavoured to promote the sponsorship as agreed in the contract. The complexities of this effort exposed the limits of a marketing approach when applied to non-market issues, namely fostering the imaginations of young people and opening channels of communication across cultures in contemporary Britain. As the power of technology and effects of globalization grew through the 1990s, evidence accumulated of the limits of a market approach to other areas of common life.
