LGBT marketing with focus on gay, lesbian and bisexual market

7/22/2019 LGBT marketing with focus on gay, lesbian and bisexual market

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v s:fseostl osbovovfe bè jleljbe`. 5fprl`d toju vfd co t`hto prg` pftrlf, f tfd sf lj

costfe` fspo< jfrilebe`h po&oreostl. = svlsbostl s kls`2ubjl sl 3fb`h tr`kf uv`cojl0,

/` Xlg$T r`dbfj s vbfste` vS:leou lcètlgd9 s dojueldtjl &fj`rfejl ef i`hov f b`sk.

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poj>g0 potèglbej &fcvft`"oj l jfrd`tleiovj fiètrfj prl vo"k` v$oce`h strft9il`

&fj`rlfvfhg`h sf ef &ftlf" e`&ej sìjèt. !f/c & elg$ h` lbustrovfe pr*dbfcjl

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poc vpbvoj osvl`tèsdg$ jblèod, :o jfbo v rodu 6K; &f esb`cod c`drljlefbl&glu

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pr`cj`toj j`clg*e, dtor sf fdo okvdb` ro&c`blbf co cvog$ tkorov Q &stfegov

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tòr`tl&ovfelf ro&$ocob doef0, f fdo prv po/fcovfb k`&tr`steos0 $ojos`2ufblt, dtor

sf `t` fh v 6. storo:* jorfblstlgd o&ef:ovfbf fdo XsocojlfT fb`ko Xsocojlstlgd &bo:leT.

#o prvdrt hu v rodu 6ZG pr`se` pojèovfb jf3frsd b`dr !frb Jfrlf !`rtkè. `rj*eoj

$ojos`2ub o&ef:lb :bov`df prl0f$ovfe9$o vbu:e` osokfjl rovefd9$o po$bfvlf,

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pr`to/` s`2ubeu orlètglu poc"f elg$ :bov`d &*sdfvf ku3 pr`c efrocè*j, oc efrocèlf fb`ko

sf ju stfe` vbfsteou el`d`c po:fs vvleu. !oetrudtlvlstl, efopfd, hu povf/uh &f spobo:èsd

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sprvfel` f h`$o pocok v :fs` f prl`stor` ocbluh. 5fprl`d ro&porupbe9ju e&oru ef p>voc

"ucsd`h s`2ufblt sf ok` sduple &$ocuh v h`ceoj8 $ojos`2ufbltf el` h` g$orokf, cu`ve

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e`&fvleè f e`&vobè. A&efel` t`hto `sèglbe`h prfvc trvfbo stro:lf, eo v rodu 6K7 hu

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&j`rlgd ;sygaoboilgd fsoglglf. /6`to6 z"rf6otegdf orifelzglf hu pr`stfbf povf/ovf0 &f

clfieB&u f/ v rodu 66.

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rovefd rov`< fdo prl $`t`ros`2ubeg$ stdog$Y v rodu 6(.7K5fprl`d toju HD' dojueltf

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v spobo:eostl. 6((-p`rgète9 vrovefel` sf s XeovouT lcètltou vfd prfdtlgd eèfstvf eldc,

pr`to/` prog`s gojlei out h` g`bo/lvote.(

=S:lef ju/ov f /lè pr`/*vf svohu prv edboeeos0 d osok` rovefd9$o po$bfvlf j`c&l

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f h`h vvle kvf pruc*. Lfdt, /` e`pftrlf d $`t`ros`2ube`h vS:le`, sl prltoj uv`cojlf

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okcok* fcob`sgègl` ^6G.-6K. rodY, d`c sf jbfc :bov`d sef/* ehs0 svohu po&*glu v dru$u

rov`se*dov, f pr`to svohu orlètglu oc$f"uh` efhsd>r pr`c eljl. = porovefe* s lejl jleorltfjl

$bfveou e`v$ocou tg$to cospl`vfhglg$ h`, /` v rocleeoj prostr`c* eèfg$c&fh v$oce9

joc`b rob. = porovefe* efpr*dbfc s `telgdjl jèlefjl, dtor9 tfdtl`/ cèe` prlg$c&fh co

stdu s e`tob`rfetej prostr`c*j, i`hovlf f b`sk e`jfh rocl:ov s rovefdou XstlijouT, f tjpcoj fel v&or, fdo sf so soglbej tbfdoj f clsdrljleglou vrovef0.6

#rlhftl` kls`2ube`h lcètlt h` pfrfco2e` `t` ero:e`hl`. 'ls`2ufbltf ^s`2ubef

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vS:le, fb` fh oc i`hov f b`sl`k. * jfh v rjgl HD' sduple v* XstftusT, :o j &f esb`cod

erfst l&obgl` kls`2ubov.; Jeo$* lg$ drltl&uh &f e`costftod ocvf$ vhs0 s frkou voe

f prl&ef0 sl Xsduto:eT orlètglu. P` toju tfd efprl`d c>df&oj, /` s`2ufbltf sf jè*, e`j

hfse9 $rfelg` f c`le*glu, f to fel oc :bov`df d :bov`du, fel v rjgl h`ce`h osok. 4tfrl` t`Brl` hu

s*g` g$pfbl fdo cubeu dftìBrlu, eo !les`$o vsduj &o (-tg$ f F(-tg$ rodov ;(. storo:lf

ud&fbl, /` &ef:e9 p`rgèto ju/ov l /lè jfbo v prl`k`$u /lvotf `rotlgd9 fb`ko `jogloebe`

sdsèostl s osokfjl rovefd9$o po$bfvlf, f to efprl`d lg$ prodbfjovfe`h $`t`ros`2ufblt`.

=3fdf tjto &lstèlfj sf ef s`2ubeu orlètglu &f:fbo po&`rf0 fdo ef doetleuuj s`2ubeg$

f jogloebeg$ pr``règl*, :o v`rlldovfbo fh jo/eos0 2lstègl` klpobre`h orlètgl`.7

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tfdj`r df/c ro&ujl`, /` i`hovlf f b`sk bovlf lkf vo svohlg$ vocg$ f kls`2ubl s otvorè*

v`tdj jo/eostlfj, v prokb`jftld` XtrfesT sf vl` po$kovf0 lkf jbodto. 4bovo

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sfj9$o s`kf fdo ju/f, /è fb`ko okoh`. Muclf sl lg$ :fsto pr`cstfvuh bè fdo trfesv`stltov

(+5%?4+=@, 4bvlf, `t. fb.. +`6l"ltè jèGlef C @o Ne`6l`j` o s`xube`h orlètgll, ;((;, s. G6-G7.6D)@!, Jfr`d. @lelt`b` o6;by6WuhHg` ;rl`kà ;rog`su gojlei out, ;((Z, s. 6K-;.;)=)5!+=@, ?vfef. 0ojlei out N=rog`s 66leu aojos`xube`h l"ètlty b`sklgdga Llè f i`ho6, ;((6, s. ;;.7+5%?4+=@, 4bvlf, `t. fb.. +`6l"ltè jèGlef C @o Ne`6l`j` o s`xube`h orlètgll, ;((;, s. 6-G.?H!), Jlg$f`b. Vojj`rglfb Vbos`t Cssoglftloe '`st #rfgtlg`s. ?e8 IB&&1C f"6`rtlslei j`"lf ;roirfj Noeble`cftfk&f HD' r`dbjI. ;((K Nglt. ;(6;-(7-7(I.


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out juslf trfesiècrl efhprv pojèovf0 svohu rocov lcètltu Q vS:leou ocbluhgu sf oc t`h,

v dtor`h kobl vg$ovfe* Q f f/ potoj c`leovf0 svohu s`2ubeu orlètglu. 5fhvlfg lg$ tob`ruh

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f v`r`heos0 lg$ ugtl`vfbf.G4ef$f &f$re0 trfesrocovg$ "uc* co i`hsd`h, b`sklgd`h f kls`2ube`h

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g`& optldu b`2lklbe`h s`2ufblt, fb` fh bulce9$o rocu.K

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osoke doetfdt s pr`cstfvlt`"jl HD' dojuelt ^&ej :bov`d s ocbleou s`2ufbltou

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trfcl:eg$ rocovg$ rob, fb` fh sdboe d XfutorltrstvuT sf :fsto sphfh s e`pog$opè*jY.

=pbvoj tg$to fb` fh jeo$g$ leg$ fdtorov, du dtorj sf rfc* fh j`clbe` &okrf&ovfel`

s`2ubeg$ jè*e, sf HD' dojueltf stvf t`r:oj clsdrljlegl`.

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lrfgloebe strfg$, eèvls0 f ocsuc&ovfel` $ojos`2ubov, eo postupe` sf h`$o g$pfel`

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d b`skj, i`hoj f kls`2uboj. `rj*e sf pou/*vf coce`s, eo d`3/` el` h` g`bdoj bleivlstlgd

pr`se ^&efjè okfvu & rovefdostl, f el` strfg$ & $ojos`2ube` orlètovfeg$ os>kY, tfd $o

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spobo:èsdg$ letltgl* f &vdbost*Y f psg$oboilgd êf rovel postohov h`ceotblvgovY.

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el`:o sphfY jus* vrovevf0 `t` fh so st`ròtpjl.

'ro[eF; op*sfb Xst`ròtpT fdo sst9j pr`sv`c:è* o ftrlktog$ lst`h dftìBrl` "uc*.

#o&lt*ve` st`ròtp &f$R/` efprl`d toju

ve*jf0 eìft*ve`, pr`to/` stb` ef elg$ poudf&uh fdo ef jèleu s $bfveou g$frfdt`rlstldou Q

s`2ubeou orlètglou Q f 3fb*jl &efdjl, dtor9 d e`h futojftlgd prlplsuh. 'ro[e vo svoh`h

tcl* oc$fblb c`sf0 $bfveg$ st`ròtpov, dtor9 s udotvè9 vo v`coj* spobo:eostl.#rv9 trl

sf tdfbl pfrte`rsdg$ v&0f$ov $ojos`2ubov, dtor9 s ve*jfe9 fdo jè`h s`rlB&e`.

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toju tvrclbl, /` h` tu pr*toje9 ro&c`"ovfel` rob* ef Xju/sd9T f X/èsd9T. #oc"f +ecrlsov`h h` to

esb`cod to$o, /` $`t`ros`2ube joc`b h` h`cleou prlh*jfeou f r`p`dtovfeou orjou

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e`0fste`hl`. o vpbvf :lfsto:e` & lg$ e&orov ef vbfsteostl b`sl`k, dtor9 s poc"f elg$ vlfg

F(+5%?4+=@, 4bvlf, `t. fb.. +`6l"ltè jèGlef C @o Ne`6l`j` o s`xube`h orlètgll, ;((;, s. 76-7.F6fjtl`/, s. 7;.F;D)@!, Jfr`d. @lelt`b` o6;by6WuhHg` ;rl`kà ;rog`su gojlei out, ;((Z, s. ;Z-;.F7+5%?4+=@, 4bvlf, `t. fb.. +`6l"ltè jèGlef C @o Ne`6l`j` o s`xube`h orlètgll, ;((;, s. F.


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ocdf&ov pr`sj`rovfeg$ ef le9 HD' stred v rjgl `sdf f 4bovèsdf, fdo efpr*dbfc

ef portb "lsdrljlefglf$sd, aojo!oklf$sd, poj$fhg` &cru/èlf M2gètruj, *efdos5, Ifeyj`"`s

fb`ko Mu``r B`f"`rs 7oruj. +dr`j to$o sf g`& stredu jo/eo pr`dblde0 ef turlstlgd dbuk

Mu``r =olet, fb`ko stredu pr` e`$`t`ros`2ube` /è fbt`rf$sd :l b`skf$sd. % sf tfj

sfjo&r`hj` ehs0 fh doetfdt ef Bledu "\6`ry, Bledu e"`h` f /./ gètruj, ef dtor9 sf "uclf

j>/u okrtl0 v :fsog$ ec&`. + E?= f h`$o pr`vègl* :l jo/eostl t`stovfelf leorjuh`

sbovèsd portb $al6fl"s$sd. vod ocdf&ov h` vèovfeg$ oeble` HD' jfif&*eoj,

Brfj f kboioj, fdo efpr*dbfc efh&ej`hl`ju :`sd9ju oeble` p`rlocldu Bul %fifze.Z(

5`costftod j9cl* &o &fj`rfe*j ef HD' dojueltu ef h`ce`h strfe` ocr/f s:fse postoh

spobo:eostl d s`2ubej jleorltj, eo ef cru$`h strfe` tto fksèglf pr`cstfvuh` tfdtl`/

sdv`b pr*b`/ltos0, po dtor`h t/l df/c okg$oce*d. #r`to h` ur:lt` bè ot&dou :fsu, dj hu

e`hfd spobo:eos0 pr`jè* ef &lsd.

77MM>> GGAAFF[[FFDDSS@@[[LLWWSSLLDDFF]]OOHHJJPPBBIIKKSSJJFF[[DD@@SSLLEEII

%frd`tlei h` ;r` BIKS dojueltu estrohoj, fb`ko "odoegf fL leGtltHglou,

dtor j\L` ;o"el`tl5 8l roz6hf5 soglbeu zjèu 6 ;ros;`ga lga ibokbe`h fdg`;tgl`$:J

1fel`b B$ #fr"bo, futor 6lfg`rga delLega ;ukbldgl o BIKS jfrd`tleiu

=&eld p`glfbl&ovfeg$ p`rloc*d, ro&$bfsovg$ f t`b`v*&eg$ stfe*g, fb` fh &vè &uh`jdbfslgdg$ jfsj9cl* o HD' t`jftldu h` c>sb`cdoj el`do"dg$ tècègl*. P`cefd lc`

o blk`rfbl&glu spobo:eostl, dtor sf & fj`rlgd9$o `plgètrf pojfb *rl po g`boj ro&vleutoj

sv`t`. 4 tj sfjo&r`hj` svls* fh uvo"


36/170

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po vdoefe* s9rl* vsdujov potvrc&uhglg$ proltfklbltu prlefhjèoj i`h pukbldf, eùstb`

prlspl`vfh svohljl r`dbfjejl dfjpf/`

coprfgovf0, h` &e>/df bflgdg$ vsv`tbè* &fv`sèg$ ef let`re`t`. = sef$` pog$opl0 tèto

eovocok èoj9e jus*j` t`cf vg$c&f0 efhprv & c`le*gl` dojpb`2e9$o jfrd`tlei, dtor

esb`ce` prlsp>sok*j` h`$o p`glldj. Jfrd`tlei g$p`j` fdo doeg`;glu h`"eoty 6roke`h

f okgao"e`h ;obltldy s glòj ehs5 j`"z`ru 6 trau, zsdf5 ;èlfz` f us;odohl5 ;otr`ky ;o"eldft`f

l zdfzedf$Z7HD' jfrd`tlei v tg$to letèglg$ pr`cstfvuh` doeg`pglu vroke`h f okg$oce`h

pobltld, dtor efbf svohu cl`ru ef tr$u v sìjèt` b`sl`k, i`hov, kls`2ubov f trfesrocovg$

"uc*. crohoj lefegl* h` vsdujfjl potvrcè vlf jfh`teos0 gl`"ov`h sduple. Aspodohèl`

potr`k efstvf k`&pog$k ef okog$ doegog$ dojueldf:e9$o r`0f&gf Q ef h`ce`h strfe` v$

stoh* potr`kf poceldft`"f, dtor svoh prolt esok* v3fdf vl`ju dfpltbu, bohbeostl f og$ot`prlh*jf0 r`dbfje9 posobstv. 5f strfe` cru$`h cog$c&f d trfcl:e9ju efpbeèlu potrl`k

&df&e*dov, f efv` sf uspodohuh` fh lg$ t/kf k0 osbovè*, ve*jfe* f &vlclt`"eè*. uh`j

spobo:eost* f dojueldglf sj`roj d s`2ubej jleorltj pr` elg$ &efjè potvrcèl`

oprveèostl lg$ `2lstègl` f fefbBilu &vovfelf pov`cojlf o e`h v o:lfg$ v`r`heostl.

HD' jfrd`tlei sf tfdtl`/ o&ef:uh` pohjoj Xelg$`T jfrd`tlei f h` pr` e`$o

g$frfdt`rlstlgd9 gl`bèl` ef t&v. Xelg$`T tr$. = "ucsd`h r`:l lc` o jldrojfrd`tlei &fj`rfe

ef jfb, vj`c&è f p`gllgd sdupleu, pr` dtor vtvrfj` procudt f lg$ r`dbfju

sj`ruh`j` prljre` d e`h. èto sìjèt vS:leou prlroc&è` Xe``2lstuh`T, fb` spobo:eos0 sl

$o XvtvrfT ef &dbfc` h`$o spobo:eg$ potrl`k f po/lfcfvl`d, o dtor9 sf le9 lrj k`/e`

e`&fuh*jfh, fb`ko &fuh*jfh lkf jleljbe`. 5lg$` jfrd`tlei sf el`d`c g$p` fh fdo strft9ilf,

dtor`h poletou h` rfc`h k0 v`"dou rkou v jfboj hf&l`rdu fdo jfbou rkou vo v`"doj jorl.Z

5lg$` tr$oj HD' jfrd`tleiu s boilgd $ojo-, kls`2ubl f trfesiècrl. Jeo$9 spobo:eostl

ef elg$ ce`s gl`blf e`prlfjo, prostr`ce*gtvoj leg$ dftìBrl*, co dtorg$ lg$ &frf3uh

^k`&c`te9 /è, spè* poceldft`blf, ...Y. 5o vtvorèl` sìjètu ef &dbfc` s`2ube`h

:l rocov`h ocbleostl h` fspo< v eflg$ pocjlèdfg$ &ftlf" poj`re` e`tplgd9. =sfcèl` ef tto

dfrtu k pr`to pr` spobo:eos0 jo$bo &efjèf0 &*sdfel` slbe`h doedurè:e`h v$oc

f fh vj`c&èl` A4# procudtov.

4:fs0ou df/c9$o cru$u jfrd`tleiu h` fh r`dbfjf. P`h posbfe*j h` ;r`zèto6f5,

o";orH8f5 f ;oeHdf5 le!orjgl` o 6rokdoga f sbuLkga, s glòj o6;by6el5 lga ;r`"fh

Z;_+A4JC5, 'lbb. 7urta`r o!! ta` strfliat 3 efrroC +` ify 6lslklblty oe t`b`6lsloe JOO:2^YYQ Noeble` tclf voorjt` pc.I. ;((G Nglt. ;(6;-(;-(I.Z7E+@!, #fv`b. +o6 fk`g`"f r`dbfjy, ;((7, s. 6ZG.Z5lg$` jfrd`tlei. ?e8 Kusle`ss 1lgtloefryNoeble` sbove*d feiblgd9$o kl&els hf&dfI. e.c. Nglt. ;(6;-(7-;KI.


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;rostr`"egt6oj j


38/170

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vsdujov s &vS:f ovpbveè9 r>&ejl fdtorjl. #r`se po:`t pr*sbue*dov dtor`hdo"v`d

sduple sf 0f/do &ls0uh` $bfve` dv>bl prokb9joj so s`kflcètlldglou, s`kffdg`ptglou,

soglbej stlijj f :fsto e`pr`sej j`tocoboilgdj postupoj. fdtl`/ h` boilgd9,

/` vsduj r`fbl&ovfe9 v tob`rfete`hoj prostr`c* ^fdo efpr*dbfc v feoejeg$

v`"doj`stg$Y &v:fhe` ocdrh vl` :*sbf.;

&el sl bè e`sdHGfh to ruLo6< trl8do s 428do6j 6strlaoj$ Ku"`G 6yz`rf5 fdo i`h,

pov`cfbf jftdf svohju es0ro:e9ju seovl po:fs vlfeo:eg$ vpr`cfhov vlclfg,

:o sl so s`kou ocef co dfk*ed. #ocoke v`tu df/c & es jleljbe` rf& vo svohoj /lvot`

po:ub, fd el` vsbovlb. =hfcrèlf tfd9$oto tpu pftrlf sduple st`ròtpov, :o h` vbfste`

$oeose`h* e&ov pr` ur/d. C prv` poglt, /` Xv`tgl t`pb* s rovefd*T h` jtoj :*sbo cvf.

#odlf" g$g`j` spè` osbovl0 e`hfd sdupleu, jus*j` po&ef0 h`h p`glld. plgdou g$kou

prl dojueldgl* sj`roj du Wu``r spotr`klt`"oj h` $ocl0 lg$ v`tdg$ co h`ce9$o vr`gf v sef$ù`trl0 edbfc. Jeo$o &f$rfel:eg$ spobo:eost* vsc&f ef joc`b Xud/`j i`hf, &fuhj`j

l b`skuT. Eojos`2ubel ju/l sl u/ totl/ v3fdf svoh`h `doeojlgd`h slb` svoh` jl`sto v r`dbfjg$

efbl Q lc` vS:leou o postfv cokr` &frkfhglg$ jlbove*dov jBc, ujèlf f cl&fheu

s vk`rfej vdusoj. = &f$rfel:* sf u/ codoegf ro&c`"uh co pocsdup*e fdo X&fkvf:lT,

Xrocl:lfT, Xjbfc*T, Xlev`storlT, XturlstlT f poc.7 H`sk s jbe` ve*jfe9 fdo e`ftrfdt*ve`

jfsdub*ee` `jlelstd, dtor9 eldc e`&fpfcbl co vt/è9$o joc`bu jft`rlfbl&ju.Ch d`3

el`dtor9 cj ve*jfh svohu edboeeos0 d /èj fdo pobltlgd9 ro&$oceutl` f tvrclf,

/`!`jlelzjus h` t`Vrlf, b`sklzjus h` ;rfxF, e`&efjè to, /` sf u/ e`potr`kuh eldoju p:l0

f pr`stfbl g$ocl0 co okg$ocov. H`sk s pocoke` fdo X$`t`ros`2ubdT kucovft`"dfjl

v&0f$ov, f to co v`"d`h jl`r ovpbv


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pftrl0. 4voh` st`ròtp jfh prlroc&è` fh kls`2ubl, dtorg$ "uclf &vde povf/ovf0

&f e`ro&$oceg$, fblklstlgdg$ f pr`bl`tfvg$. #r`to sf v r`dbfj` &okrf&uh s vlfg`rjl

pfrte`rjl. #odlf" k sj` jfbl &f gl`" osbovl0 trfesrocovg$ &df&e*dov, tfdj`r df/c jfrd`t9r

k prfvc`pocoke` efvr$ob r`dbfju s trfesv`stltoj, f to efprl`d toju, /` tto sduplef h`

ojeo$o p`str`hlf f poedf vlfg`ro fbt`reft*v. #rv` & to$to c>vocu sf tu `t` stb`

efg$c&fh e`cotdeut9 sduple &df&e*dov, dtor9 fh tèto Xledbu&*veT ^co lrod`h spobo:eostl

v:b`b`/ltj jtoj, h` g$ke9 ve*jfel` s`2ube`h ocbleostl. ? d`3

sf tto sduplef postupe` &jèuh`, `t` stb` `2lstuh "uclf, dtor* i`hov, b`sk f kls`2ubov

povf/uh &f Xp`rv`r&eg$T, X&vr$bg$T, Xg$org$T, fb`ko Xo$ro&uhglg$ jorbdu, soglbe

porlfcod f stftus rocleT. ?e* sl &fs` jsblf, /` s`2ubef f rocov lcètltf h` v`gou vo"k f c sf

efu:l0 :l ocefu:l0.

èto e&or h` :lfsto:e` pocporovfe fh j9clfjl, dtor9 :fsto stfvfhs`2ubeu orlètglu co po&*gl` /lvote9$o tbu. = c>sb`cdu to$o sl pukblduj "f$do &fjl`/u &el`0 fdo e&v dojpoeètov c`tsd`h $rf:d =obby =ogd`t,

v sduto:eostl lc` o strè9 pohj o&ef:uhg` dpeu slbu i`hov. `Brlf o lg$ `doeojlgd`h

pr*0f/blvostl sb/l v t`hto dfpltob` fdo pojs`be $rfelgf j`c&l jtjl f fdtfjl. #og$c&f `t`

& :lfs fetlgd9$o *jf, d`c splsovft`blf tvrclbl, /` $ojos`2ufbltf h` e`r`s0ou lkf vl`

postfvèg$ f jfh`teg$. = joc`re`h cok` h`h prlcvf ef dr`clklblt` sdupledf Wu``r

vvobèg$, dtor* s fb`ko kobl :bèjl `b*t let`b`dtubov f uj`bgov. f spojèutl` stoh* +sgfr

lbc`, Po$e Jfefrc !è`s, D`rtruc` 4t`le fb`ko ^prfvc`pocoke` fhY Hfc Dfif.6(7 +dr`j

cojelèod h` jfh`teos0 t`hto sduple fh :fstj pr`cj`toj vsdujov. #oc"f fiètr

+5%?4+=@, 4bvlf, `t. fb.. +`6l"ltè jèGlef C @o Ne`6l`j` o s`xube`h orlètgll, ;((;, s. ;(.6((C5%, )rlgf. Ccv`rtlslei fec Voesuj`rlsj. ?e8 IBKSMC &e ègygbo;`"lf o! ify, b`sklfe, kls`xufb, trfesiè"`r 3Au``r gubtur`Noeble` portb o Wu``r dubtrÌ. ;((; Nglt. ;(6;-(;-;ZI.6(6D_CL@+=@, lef. =ostoh`6`r`heostl d uDoj s eà`t`ros`xubeou orlètglou, ;((Z, s.K.6(;+ut 5o[ Dbokfb HD' 4tuc8 Vojpfel`s 'è`lt Lroj Df-fri`t`c Jfrd`tlei. ?e8 .;èby Ify %frd`tlei.N`b`dtroelgd portb vèovfe i`h jfrd`tleiuI. ;(6( Nglt. ;(6;-(7-6KI.6(7'C%D), J.=., H``. %oe`y, %ytas, fe" 0afei`C Sa` )goeojlg Bl6`s o! B`sklfes fe" Ify %è, ;((6, s. ;.


40/170

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.6`rbood`".;leloes, dtor sf p`glfbl&uh` ef tr$ i`hov, juLl zfrkfhH 6 ;rl`j`r o Y_ 6lfg fdo

Lèy$ Sj ;"oj "ojgeos5 t6orè "6ojl juLjl j ggf$ o Jm 6Z8Glu dH;eu slbu fdo

a`t`ros`xubef$ +f "rua`h strfe` b`sky ;ftrlf d `doeojlgdy afe"lgf;o6fej sdu;lej$6(

#o&ejdf o jè`h prosp`ruhgoj e`/eoj po$bfv* h` prfvclv, f to & cvog$ pr*:le. #rv h`

ibokbef Q /è h`ceocug$o &frkfh jè`h fdo ju/l, f to k`& o$"fcu ef po$bfvl` lg$ pfrte`rf.

%ru$ h` p`gllgd bè pr` el`dtor9 drfhle sv`tf, dtor9 b`skj ujo/


41/170

- 6 -

=`re* ef /lvot f ef sjr0. l u/ jfh fb`ko e`jfh pèlf&`, s vòk`ge` &ejl tj,

/` bohbeos0 lj h` vbfste. C/ KK $ojos`2ube` orlètovfeg$ Cj`rl:feov sf v rodu ;(66

vhfcrlbo, /` &f posb`ceg$ 6; j`slfgov e`&jèlbl dupovfe9 &ef:d. C/ Z r`spoecètov

j tècèglu v$"fcvf0 lrj, dtor9 d elj otvorè` v r`dbfjg$ pr`$ovrfh. K6 optfeg$

k upr`ceostelbo spobo:eos0 s XHD'-po&lt*vejT spoe&orleioj pr`c doedurè:eou lrjou

s tòr`tlgd b`p*jl gèfjl.66(?g$ v`reos0 vfd voedoegoj el` h` &fcfrjo, tr`kf sl hu cosbovf

vkohovf0.

HD' dojueltf vs totl/ vlc*. 5ùstb`. = rodu ;(66 sf ef v`"jl &ejoj kboiu &!t`r )bbè

okhfvlb pr*sp`vod drltl&uhgl spobo:eos0 >rkfe .ut!ltt`rs, pr`to/` h`$o jfhlt`" pocporuh`

r`pukbldeov, dtor* sf &fsfc&uh protl $ojos`2uboj. #ocoke` &b` okstbf fh &ef:df topeod

S.%/ /ao`s dv>bl lg$ Xfetl-i`hsd9juT v$bsèlu v j9clg$. !rltldu futordf :bedu u&fvr`bf

v`tou8 XSfdL` ky sj` fsl jfbl s5 efdu;o6f5 to;edy el`d"` le"`$T.666

jStèj :ltft`"ojodfj/lt` fh efvr$bf fbt`reft*v8 v`"jl po&lt*ve` o$oceotlbf lrju +or"storj & c>vocu

lg$ :fst9$o spoe&orleiu HD' fdtlv*t, fb` fh spobo:eos0 (èe`ta 0ob`, dtor`h jfrd`tleiov9

dfjpfe` prfguh s `2pblgltejl i`hsdjl f b`sklgdjl fp`bjl.66; èto kboi fdo h`cè

& jeo$g$ sv`c:* o toj, /` HD' dojueltf sf e`c opl0 ro/doj. 5fcbledov dojueldglf

lg$ pot`*, eo prl vtvrfe* svohlg$ pr``règl* dop ojeo$o $bkl`. fuh*jf lg$, :o sf c`h`

&f opoeou, fdo sf lrjf vhfcruh` f stfvlf d lg$ prokb9joj, fd let`re pobltldu vo:l lefd

orlètovfej &fj`stefegoj pr`sfc&uh` f :l h` v`tdo efo&fh tfd9 ru/ov9, fdo sf v lg$

r`dbfjg$ &c. l sf ej to p:l fb`ko el`, s`2ube` jèle s leorjovfe`hl`

fdo $`t`ros`2ubef vS:lef, pr`to/` fdtlvlt f vhfcrèlf lrl`j sf prlfjo cotdfh lg$ lcètlt.

4`2ufbltf h` pr` elg$ fbou f ojìou. #r`to sl tr`kf cvf0 v`"d po&or, fdo s &eg$ `stlvfbog$, portovg$ ucfbostlfg$, doeg`rtog$ :l lbjovg$ `stlvfbog$, dtorg$

spobo:ej jèovft`"oj h` ocble rocov :l s`2ubef lcètltf.66

5froclbl sf fdo trècs`tt`rl. ?g$ ocbleos0 lj s*g` s0f/ovfbf prog`s cospl`vfelf,

eo v cosp`bostl sl d elj rov`se*gl g$oclf pr` rfc, e&or f eov9 epfc. !`vle Cldè,

66(HD' Ccubts Lfvor Df-Lrlècb 'rfecs. ?e8 %frd`tlei 0afrtsNoeble` jfrd`tleiov portbI. ;(66 Nglt. ;(6;-(;-;6I.666ECH, )jlb. 4tb`c +ut8 'ulei roj if-rlècb krfecs. ?e8&!t`r)bbèNoeble` portb ur:è HD' dojueltÌ.;(66 Nglt. ;(6;-(;-;6I.66;fjtl`/ pr` pr*dbfc r`dbfjeg$ dfjpfe* spobo:eostl (èe`ta 0ob`vl3 ].V($ #M


42/170

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vlg`pr`&lcèt j`clbe`h spobo:eostl =bfe`t.ut, &fstupuhg`h efhpopubre`hl` tltub v okbfstl

HD' tbf:` f [`kov, o elg$ pov`cfb8 " sf, L` 6 tfdj`r dfL"`h dftìVrl [ o" !lefe8ega sbuLl`k

fL ;o 6oWf6dy [ sH ;rl og`Wo6fe eo6ga ;ro"udto6 f trè"o6 ojeoao 6lfg 6;r`"u$ /d\r sl lga

;rls6ohuhH$ `"eo"ugao sH trè"s`tt`rjl$66F

HD' rove sf Xi``dT. Ceiblgd t`rj*e o&ef:uhgl "uc* s $bkodjl t`g$elgdjl

f ockorejl &efbos0fjl v okbfstl t`g$eobBill sf stfb pr` s`2ube` jleorlt pr*&ef:ej.

= pobovlgl rodu ;(66 uv`r`helbf vsduje fiètrf 0ojjuelty %frd`tlei, *eg$ F.ro:e*d h`ce`h

& efhro&slf$b`h*g$ tcl* &fj`rfeg$ ef Wu``r spotr`klt`"ov. =&ordf po&ostvfbf & v` 6( (((

i`hov f 7 (( b`sl`k & vlfg fdo 6(( drfh*e sv`tf.66G=sduj ud&fb, /` K & 6( i`hov co F rodov j

sjfrtp$oe`, prl:oj f/ v 77 lc` o l=aoe`. A b`sl`k & rovefd`h v`dov`h dftìBrl` s tl`to joklb

jè`h :fst9 f pr``ruh sd>r op`rf:e sst9j &e"rol". +k` sduple e`$`t`ros`2ubov

vu/*vfh svoh` t`b`Bee efhvlfg ef 4J4, JJ4 f surovfel` ef let`re`t`. D`hovlf pou/*vfh vlfgt&v. Xg$`gd-leT fpbldgl` êfpr. 7oursAufr`, f s:fse` g`& svoh` t`b`Be fh vlfg efdupuh.

4oglbe` sl`t` s ok"kè9 efhjS v dftìBrl* co 7( rodov. =e*jfe9 s fdo estroh ucr/lfvfelf

doetfdtov, fb` fh fdo &croh &kfv. +dobo 77 lg$ pou/*vft`"ov strvl ef 7fg`koodujleljbe`

h`ceu $ocleu cèe` f f/ 6 $o pou/*vf ef oeble` XcftleiT. #ojogou joklbeg$ fpbldgl* fdo

Irle"r sphfh soglbe` sl`t` s let`rfdglou &ef:l`d f lrod9 upbfteèl` sl v tojto sìjèt`

efg$c&fh fh tv&. X dBcT ^kfrdBc so &flrovfeou leorjglou o procudtog$, &ef:dg$,

ft3, dtor9 sf :*tfh pojogou joklbeg$ t`b`BeovY. tclf 3fb`h ud&fbf, /` s:fse

XT iè`rglf v HD' dojuelt` pr`cstfvuh` efhv3f:e`h*g$ r`dbfjeg$ doe&ujètov. Jbfc*

& t`hto sduple f/ cvfdrt :fst`hl` dblde ef kfee`r f ef r`dbfju joklbeg$ fpbldgl*,

&osdèuh kfrdBc sjfrtp$oeoj, fb` fh posue dvfblte r`dbfju 3fb`h svohlj &ejj.

#rfvc`pocokeos0, /` otvorlf r`dbfje ocdf& ef 7fg`koodu h` vlf o K. 4oglbe` sl`t` pr`

elg$ vfd el` s v`tdj. C/ K( i`hov f o ggf. F-6( jè`h b`sl`k vèuh` svoh :fs

jflestr`fjovj portboj. Ee`3 po elg$ efsb`cuh Wu``r [`k. !ojueltf vfd e`&fkcf fel

ef to, fdo ueldte` vo$/$ .6`r6l` '`;ort, Eta &eeufb )"ltloeNoeble` vsb`cd vsduju vo orjt` pc.I. ;(66 Nglt. ;(6;-(7-;;I.66Kfjtl`/.


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FFEEFFBB\\SSLLGGDD

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prlel`sbf e`&fkuceut`"e trfuju. =rovefel` sf so strftfjl f &eovuefcokuceutl` s*b dojuelt

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53/170

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LGBT marketing with focus on gay, lesbian and bisexual market

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