Business Inside Out: Capturing Millions of Brand Loyal Gay Consumers

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Overview

Marketing experts Robert Witeck and Wesley Combs distill breaking research trends with their partner Harris Interactive and apply more than a decade’s client experience into the core insights of Business Inside Out. While other books have focused on specific dimensions of the gay market—political concerns, social issues, and identity—this is the first-ever resource to provide a complete, real-world approach to targeting this valuable segment.

From building a strong business case...

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More About This Book

Overview

Marketing experts Robert Witeck and Wesley Combs distill breaking research trends with their partner Harris Interactive and apply more than a decade’s client experience into the core insights of Business Inside Out. While other books have focused on specific dimensions of the gay market—political concerns, social issues, and identity—this is the first-ever resource to provide a complete, real-world approach to targeting this valuable segment.

From building a strong business case and developing winning strategies, to designing the right media mix and measuring results, Business Inside Out gives business professionals the knowledge they need to capture the loyalty and wallets of customers in this powerful and still emerging niche market.

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Product Details

  • ISBN-13: 9781419505201
  • Publisher: Kaplan Publishing
  • Publication date: 9/1/2006
  • Pages: 208
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.80 (d)

Meet the Author

Robert Witeck and Wesley Combs are co-founders of Witeck-Combs Communications, a consultancy representing Fortune 500 companies that serve the multi-billion dollar gay, lesbian, bisexual and transgender market. Considered experts in their field, they have been named by the Gay Financial Network as two of the most respected gay business leaders in America, and featured in a Fortune Magazine photo spread. American Demographics Magazine has recognized this dynamic duo among the top 25 individuals over the past 25 years who have made the biggest difference in demographics, market trends and consumer niches. Worldwide media organizations such as CNBC, CNN, Reuters, the Associated Press, Ad Age, the New York Times and the Washington Post call upon them frequently to provide their viewpoints and discuss their pioneering work.

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