Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior

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Haworth Press, 1998 - Business & Economics - 235 pages
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Most of the world's population is in the dark when it comes to the consumer patterns of gay men. But in Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior, you'll leave all the dark, homophobic myths behind where they belong--in the closet--and come out into the light. In its colorful and informative chapters, you'll see why gay men are a vital consumer lifeline to today's clothing industries as you tap into revealing psychological characteristics that will benefit any business manager.

A scholarly yet personal, poignant study, Twenty Million New Customers! is a mixed shopping bag, taking you on a day-in-the-life tour of the buying patterns of 44 gay men. As an up-to-date catalog of scholarly data, it helps you see how “mainstream” businesses can tailor their marketing methods to this rapidly expanding demand in a competent, professional, and ethical manner. As a commentary on lifestyle, it transports you to unexplored consumer behavior territory that most people still consider “deviant.” Specifically, you'll read about:
  • in-depth, personal interviews from gay consumers
  • real-life problems and market needs of gay men
  • consumer behavior as political protest
  • self-concept, identity, community, and culture
  • the creation and maintenance of gay consumer subculture
  • research methods and managerial implications of the study

    A recent survey estimates that over six percent of U.S. consumers openly acknowledges themselves as gay--clearly a priceless niche. So if you're a gay man trying to get the skinny on the latest bodysuit trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers! It'll shut the closet on the harmful myths surrounding gay consumerism and open the door to success.

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MCA - Readings: Kates
Marketing for Competitive Advantage Readings Steven M. Kates, MBA, CA, phd Twenty Million New Customers! Understanding Gay Men's Consumer Behavior ...
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The Haworth Press Online Catalog: Product: 'Twenty Million New ...
The Haworth Press, Inc., is a publisher of scholarly and professional books and journals, with over 200 journals and thousands of books, document delivery ...
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A, B, C, D, E, F. 1, ISBN, Author, Title, Cover, pubdate, $ Price. 2, 0-7890-0596-4, Joseph Itiel, A Consumer's Guide to Male Hustlers, HB, 1998, 54.95 ...
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steven maxwell kates libri - I Libri dell'autore: Steven Maxwell ...
Libri dell'autore: Steven Maxwell Kates, libri dell'autore: steven maxwell kates, libreriauniversitaria.it, La grande libreria online con oltre 2.5 milioni ...
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Zielgruppenmarketing der Reisebranche in der Gay Community
ID 7309. Steffen Erhardt. Zielgruppenmarketing der. Reisebranche in der Gay. Community. Diplomarbeit. Private Fachhochschule Göttingen. Abgabe August 2003 ...
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