Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution

Overview

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, ...
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Overview

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good relationships with the gay and lesbian market through corporate sponsorships to avoiding nightmares set off by outdated personnel policies.

The gay and lesbian community constitutes a $500-billion-a-year consumer marketplace. Now one of the top experts on marketing to the gay community in America reveals how companies such as Absolut, AT&T, and Miller Beer have already focused on this market, to their great financial advantage, and tells how other companies can share in the wealth. Photos.

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Editorial Reviews

Publishers Weekly - Publisher's Weekly
Lukenbill, former sales development manager for The Advocate who now has a cable TV show directed at gay consumers, is an expert on marketing to gays. He describes a revolution in marketing consumer products and a growing trend toward marketing to this niche, taking into account past advertising practices. He includes a synopsis of the demographic and marketing research compiled by the 1993 Yankelovick Partner's market study; he provides marketing techniques, giving samples of advertising campaigns and suggestions for special-target industries. His book is directed at corporate and business marketers. While unique in the field, the work at times takes an editorial tone, with little support given for many of the most overreaching statements. Recommended only for special business libraries.-Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix
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Product Details

  • ISBN-13: 9780887306990
  • Publisher: Harper Business
  • Publication date: 9/28/1995
  • Edition description: 1st ed
  • Edition number: 1
  • Pages: 288

Table of Contents

Acknowledgments
1 You Can Take It to the Bank 1
2 Visibility: The New Politics of Profit 21
3 Who Is the Gay and Lesbian American Consumer? 47
4 Pride and Pragmatism: Understanding Gay and Lesbian Consumer Culture 75
5 Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers 113
6 Rainbow Target Marketing: Insights and Opportunities for Business 147
7 The Future of the Gay and Lesbian Marketplace: Considerations at the Door of the Twenty-first Century 178
Appendix A 185
Appendix B 187
Notes 189
Selected Bibliography 195
Index 199
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