The New York advertising agency where Shalom Auslander works got an assignment from the State Department back in 2001: Sell American values to the Muslim world. Now they just have to figure out exactly what to say to millions of people they know absolutely nothing about.
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Reporter Brett Martin tries to use the tools of modern marketing to invent a new religion...one that would serve all the Americans who don't associate with any particular organized religion. It's a lot of people: Forty-three percent of the country says they don't consider themselves religious (according to a 2002 USA Today/Gallup poll).