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More About This Textbook
Overview
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:
A 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trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers!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.
Editorial Reviews
Booknews
Sheds light on consumer patterns of gay men and shows how mainstream businesses can tailor their marketing methods to this population. After a chapter overview on deviant subculture, gay identity, and symbolic meaning of consumer products, 44 gay men from Toronto are introduced and their day-to-day buying patterns are explored. Includes questionnaires and informant data. Annotation c. by Book News, Inc., Portland, Or.Product Details
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Table of Contents
Contents Preface