This episode of AMA TV discusses the potential of marketing to non-traditional communities. AMA examines the campaign Under Armor, which was tailored to female athletes, and looks at opportunities in LGBT markets.
AMA-TV: Under Armor, the LGBT Community, and Personal Brands
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Mauricio, R., & Kovacs, E. (Practitioners). (2013). Ama tv 2/25/2013 [Video]. SAGE Knowledge. https://www.doi.org/10.4135/9781473986053
Mauricio, Randall, and Eva Kovacs. "AMA-TV: Under Armor, the LGBT Community, and Personal Brands." In SAGE Video. : American Marketing Association, 2013. Video, 00:06:16. https://www.doi.org/10.4135/9781473986053.
Mauricio, R. and Kovacs, E., 2013. AMA-TV: Under Armor, the LGBT Community, and Personal Brands, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <http://www.doi.org/10.4135/9781473986053> [Accessed 22 Oct 2021].
Mauricio, Randall and Eva Kovacs. AMA-TV: Under Armor, the LGBT Community, and Personal Brands. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://www.doi.org/10.4135/9781473986053. 22 Oct 2021.copy to clipboardorEndnote
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