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Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior
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Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior Hardcover - 1997

by Steven M. Kates


From the publisher

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 studyA 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trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers!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.

First line

The so-called "deviant" consumer behavior of gays and lesbians is a much neglected focus in the mainstream consumer research literature (Sanders 1989; Wardlow 1996) while consumer perspectives are similarly rare in gay and lesbian studies.

Details

  • Title Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior
  • Author Steven M. Kates
  • Binding Hardcover
  • Edition First Edition
  • Pages 250
  • Volumes 1
  • Language ENG
  • Publisher Routledge, New York
  • Date December 1997
  • ISBN 9780789001757 / 0789001756
  • Weight 1.34 lbs (0.61 kg)
  • Dimensions 8.81 x 6.25 x 0.96 in (22.38 x 15.88 x 2.44 cm)
  • Themes
    • Sex & Gender: Gay
    • Topical: Lgbt
  • Library of Congress subjects Gay consumers - United States
  • Library of Congress Catalog Number 97017008
  • Dewey Decimal Code 306.308

Media reviews

Citations

  • Booklist, 11/01/1997, Page 441
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Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior
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Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior

by John DeCecco

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Hardback. New. 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… Read More
Item Price
£118.09
£9.95 shipping to USA
Twenty Million New Customers!: Understanding Gay Men�s Consumer Behavior
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Twenty Million New Customers!: Understanding Gay Men�s Consumer Behavior

by Dececco, Phd, John (Author)

  • New
  • Hardcover
Condition
New
Binding
Hardcover
ISBN 13
9780789001757
ISBN 10
0789001756
Quantity Available
1
Seller
Exeter, Devon, United Kingdom
Seller rating:
This seller has earned a 4 of 5 Stars rating from Biblio customers.
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Description:
Haworth Pr Inc, 1997. Hardcover. New. 1st edition. 235 pages. 9.00x6.25x1.00 inches.
Item Price
£141.28
£10.00 shipping to USA