Untold millions: positioning your business for the gay and lesbian consumer revolution

Front Cover
HarperCollins Publishers, 1995 - Business & Economics - 210 pages
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Untold Millions is the definitive guide for marketers, executives, advertisers, employees, and entrepreneurs who want to get their companies on track for this new marketplace revolution. Using the most valuable research data to date - from the groundbreaking 1994 Yankelovich MONITORE Perspective on Gays/Lesbians - Grant Lukenbill reveals an in-depth profile of gay and lesbian consumers: who they are, what they need, what they buy, and what motivates how they spend their money. In addition, he offers concrete, proven strategies for positioning products and services to this defined consumer segment - from building good relationships with the gay and lesbian market through corporate sponsorships to avoiding nightmares set off by outdated personnel policies.

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Contents

The New Politics of Profit
21
VVho ls the Gay and Lesbian American Consumer?
47
Understanding Gay and Lesbian
75
Copyright

4 other sections not shown

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About the author (1995)

Lukenbill, President, GLV Communications, New York, New York.

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