TITLE

Inclusivity keeps brands in the pink

AUTHOR(S)
Kempe-Forsberg, Eva
PUB. DATE
May 2006
SOURCE
Brand Strategy;May2006, Issue 202, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article describes the marketing strategy used by Absolut Vodka. According to the author, the company's inclusive communication has contributed to the brand's positive marketing environment. Proof to that is the awards given to the company for its effective marketing management. Company marketing executives identify the gay community as one of its prime customers. So, they decided to create a specialized advertising campaign for this group.
ACCESSION #
21058466

 

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