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This completely new second volume explores nearly 500 major marketing and advertising campaigns from 1999-2005. Entries profile recent print, radio, television, billboard and internet campaigns. Both major marketing campaigns of new companies and new product campaigns from well-established companies are covered. Historical context is provided along with the expected and actual outcomes of each campaigns. Photos and sidebars enhance the text.
InfoKat Discovery allows you to quickly search multiple UK library resources simultaneously, including books, journal articles, dissertations, government documents, archives and special collections, images, maps, videos, music and open access content. InfoKat Discovery does NOT include all of the journal articles available through our databases.
Authors: Martin Eisend and Erik Hermann
Journal of Advertising, Volume 48, 2019 , Issue 4
"Rising support for the lesbian, gay, bisexual, and transgender (LGBT) community, paired with the considerable buying power of this group, has triggered increasing interest from marketers in the gay and lesbian market."
A brief overview of the history of targeted marketing efforts towards gay and lesbian members of the community. Marketing targeted at these individuals is a relatively recent phenomenon and one that is not fully understood. Some guidelines are offered to marketing professionals wishing to reach this dynamic group of consumers.