affinity marketing

noun

: marketing directed specifically toward a group of people who have a common interest, support a common cause, etc. : marketing directed toward a particular affinity group

A Dallas-based company's new twist on affinity marketing—selling electricity to the fans of the Texas Longhorns and Texas Aggies—appears to be a first for electricity providers and may represent a new way to reach customers in Texas …

—Vicki Vaughan, Houston Chronicle, 31 Aug. 2010

Word History

First Known Use

1986, in the meaning defined above

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