The PGA Tour will unveil a line of Perry Ellis clothes that come with collegiate logos, which will be worn by the alumni on the tour of the respective universities, Barry Janoff reports. As part of the deal and to support marketing, four golfers from the PGA Tour will wear the logos and colors of their alma maters during tournament play.

Massimo Calabresi, Alice Park and Susan Weill detail how GlaxoSmithKline outmaneuvered Food and Drug Administration officials to keep the diabetes drug Avandia on the market despite research that showed the drug was linked to a 43% increase in heart attacks. The persuasion was worth billions of dollars to GSK, they write, but also may have put millions of patients at risk. Scientists and policymakers who follow drug approval and safety monitoring process tell the reporters that what happened with GSK is "disturbingly common." Critics charge that the drug-approval process is too easy for pharmaceutical companies to game because …

When it comes to rebranding, this may be the ultimate challenge. Stephanie Simon reports that mortuaries and graveyards -- don't the very words give you the creeps? -- are "opening their grounds to concerts and clowns, barbecues and dance performances -- anything that might bring happy families through the wrought-iron gates." The idea is simple: If you enjoy yourself today, you may decide to stay for eternity. The Cedar Hill Cemetery in Hartford, Conn., for example, holds regular scavenger hunts. "It gets them into the cemetery, but not in a scary way, …

With e-books proliferating --"print patriarch" Pete Hamill is going to publish one even though he's never read one -- Barnes & Noble is adding products like educational toys and games in an attempt to lure customers to its racks, Julie Bosman reports. B&N also will begin building 1,000-square-foot boutiques to feature its own e-reader, the Nook, in all of its outlets starting next month. "We think we've got the right strategy," say B&N CEO William Lynch. "The growth in our e-books business is about nine months ahead of our plan." Most …

APCO is no stranger to controversy, Sarah Rabil reports.

Travel company Assist-Card took a gamble in early 2009 when it decided to commit a goodly portion of its marketing dollars to a five-year deal with the Miami Heat. It became a top sponsor of the team, which was coming off some woeful seasons, at a time when companies were backing away from pricey sports deals, Lilly Echeverria reports. Now it looks like the company has scored big time by buying low. Many observers expect the Heat to win the NBA championship next year in a very visible fashion, following the addition of superstars LeBron James and Chris Bosh. …

Bartending ain't the dead-end job it used to be, Robert Simonson reports. Now you can move from slinging Raging Bulls into the wonderful world of marketing. "Today's star mixologist is tomorrow's brand representative, hawking various products for liquor conglomerates, or tomorrow's cocktail consultant, setting up drink programs for new taverns and restaurants," Simonson reports. Liquor marketers are looking for representatives who not only push but also "personify" their brands. They talk to distributors and media types, conduct educational seminars and cocktail demonstrations, and host parties. In return, they can earn upwards of $60,000 with health insurance …