rospack cannot find package made by cmake even after sourcing

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Hello all.

I am trying to run some of rviz tutorials at ros-visualization. In particular I am interested in "visualization_marker_tutorials". What I did, since I am more comfortable with cmake, was to:

cd visualization_marker_tutorials
mkdir build
cd build
cmake ..
make

It compiled without any issue and now I have a devel directory in my build folder:

$ tree devel
devel/
├── env.sh
├── lib
│   ├── pkgconfig
│   │   └── visualization_marker_tutorials.pc
│   └── visualization_marker_tutorials
│       ├── basic_shapes
│       └── points_and_lines
├── setup.bash
├── setup.sh
├── _setup_util.py
├── setup.zsh
└── share
    └── visualization_marker_tutorials
        └── cmake
            ├── visualization_marker_tutorialsConfig.cmake
            └── visualization_marker_tutorialsConfig-version.cmake

Here is the problem. I did source devel/setup.bash and it sets $ROS_PACKAGE_PATH to the root of build directory. Now when I do rosrun using_markers points_and_lines I have the error of rospack complaining it cannot find these packages. What is my mistake here? Is it due to the fact that I am not using catking build system? If so, is there a way to build generic ros packages with cmake?