Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution"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good relationships with the gay and lesbian market through corporate sponsorships to avoiding nightmares set off by outdated personnel policies."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved |
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Contents
The New Politics of Profit | 21 |
Who Is the Gay and Lesbian American Consumer? | 47 |
Understanding Gay and Lesbian | 75 |
Copyright | |
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activists advertising campaign AIDS Airlines American business American gay areas AT&T bian consumers bookstore brand buying CALISTOGA Calvin Klein commercial companies conducted Coors corporate direct-marketing diversity domestic partnership economic feel focus gay and lesbian Gay Games gay male gay or lesbian GLAAD groups heterosexual homosexual IKEA imagery important income industry issues lesbian Americans lesbian business lesbian community lesbian consumers lesbian culture lesbian employees lesbian individuals lesbian marketplace lesbian political lesbian population lesbian publications lesbians and gay lives magazine mainstream major messaging Miller Beer national gay ness newspapers organizations Outweek Overlooked Opinions participants percent products and services relationship response Rivendell self-identified gay sexual behavior sexual orientation social Stonewall Riots straight stress sumers target gay television tion Today trend United visibility Wall Street women Yankelovich MONITOR Yankelovich Partners York City