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Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior by Steven M Kates (Paperback, 1998)

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trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers!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

Product Identifiers

Publisher
Taylor & Francis Inc
ISBN-13
9781560239031
eBay Product ID (ePID)
95113885

Product Key Features

Author
Steven M Kates
Publication Name
Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior
Format
Paperback
Language
English
Subject
Sociology
Publication Year
1998
Type
Textbook
Number of Pages
250 Pages

Dimensions

Item Weight
408g

Additional Product Features

Title_Author
Steven M Kates
Genre
Health, Treatments & Medicine
Country/Region of Manufacture
United States

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Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior by Steven M Kates (Paperback, 1998)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)

Polyvagal Exercises for Safety and Connection: 50 Client-Centered Practices by Deb Dana (Paperback, 2020)

Save on Adult Learning & University

Netter Atlas of Human Anatomy: Classic Regional Approach

Michael Nehls The Indoctrinated Brain (Hardback) (US IMPORT)

Bill Perkins Die With Zero (Paperback)

Havard's Nursing Guide to Drugs

The Fourth Turning By Neil Howe, William Strauss

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