Untold Millions: Secret Truths About Marketing to Gay and Lesbian ConsumersThe first definitive book on researching gay and lesbian market behavior, Untold Millions: The Truth About Gay and Lesbian Consumers in America will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill, a leading consultant on the cultural and motivational aspects of gay and lesbian consumer behavior, provides you with important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies to this growing target audience. From this updated and revised edition, you’ll receive current methods, new data, and sure-fire strategies that will help your company break into this market segment, satisfy intended customers, and boost company sales.Providing you with statistics and data from the first market research study of its kind, the Yankelovich MONITOR’s Gay and Lesbian Perspective, this book gives you suggestions on what things need to be done within your company before planning your marketing strategies. You’ll benefit from ideas and suggestions in Untold Millions that will help you create consumer-driven market strategies to gays and lesbians, including:
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Contents
Chapter 1 You Can Bank on It | 1 |
The New Politics of Profit | 25 |
Chapter 3 Will the Real Gay Consumers Please Stand Up? | 49 |
A Marketers View of Modem Gay and Lesbian Culture | 83 |
Promoting Products and Services to Gay and Lesbian Consumers | 107 |
Chapter 6 Key Cities and Emerging Opportunities for Business | 141 |
Considerations at the Door of the TwentyFirst Century | 173 |
Independent Information Sources for Gayand LesbianOriented Advertisers and Marketers | 179 |
A Note on Yankelovich MONITORs Sensitivity Techniques | 181 |
Notes | 183 |
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Untold Millions: Secret Truths about Marketing to Gay and Lesbian Consumers No preview available - 2017 |