TAILIEUCHUNG - THE MARKETING APPROACH TO EARNING POLULAR SUPPORT IN THEATERS OF OPERATION

In 1994, Subaru’s market research team discovered a core consumer base they had not previously identified: lesbians. Market research indicated that lesbian Subaru owners had a high socioeconomic status and an active lifestyle, complimenting Subaru’s four existing consumer bases, 2 and were four times as likely as their heterosexual counterparts to own a Subaru. 3 Armed with this knowledge, in 1995 Subaru embarked on a new integrated marketing communication strategy designed to reach lesbians and gay men. The first step was corporate sponsorship of the Rainbow Card, followed by gay and lesbian-specific advertising executions and numerous strategic sponsorships. . | RAND THE ARTS CHILD POLICY CIVIL JUSTICE EDUCATION ENERGY AND ENVIRONMENT HEALTH AND HEALTH CARE INTERNATIONAL AFFAIRS NATIONAL SECURITY POPULATION AND AGING PUBLIC SAFETY SCIENCE AND TECHNOLOGY SUBSTANCE ABUSE TERRORISM AND HOMELAND SECURITY TRANSPORTATION AND INFRASTRUCTURE WORKFORCE AND WORKPLACE NATIONAL DEFENSE RESEARCH INSTITUTE This PDF document was made available from as a public service of the RAND Corporation. Jump down to document 6 The RAND Corporation is a nonprofit research organization providing objective analysis and effective solutions that address the challenges facing the public and private sectors around the world. Support RAND Purchase this document Browse Books Publications Make a charitable contribution For More Information Visit RAND at Explore RAND National Defense Research Institute View document details Limited Electronic Distribution Rights This document and trademark s contained herein are protected by law as indicated in a notice appearing later in this work. This electronic representation of RAND intellectual property is provided for noncommercial use only. Permission is required from RAND to reproduce or reuse in another form any of our research documents. This product is part of the RAND Corporation monograph series. RAND monographs present major research findings that address the challenges facing the public and private sectors. All RAND monographs undergo rigorous peer review to ensure high standards for research quality and objectivity. ENLISTING MADISON avenue The Marketing Approach to Earning Popular Support in Theaters of Operation TODD C. HELMUS CHRISTOPHER PAUL RUSSELL W. GLENN Prepared for the United States Joint Forces Command Approved for public release distribution unlimited NATIONAL DEFENSE RESEARCH .

• Marketing - Bán hàng
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