20 Million New Customers!, by Kates

Kates, Steven M.

Published by Haworth Pr Inc, 1997
ISBN 10: 0789001756 / ISBN 13: 9780789001757
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May include moderately worn cover, writing, markings or slight discoloration. SKU:9780789001757-4-0-3. Bookseller Inventory #

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Synopsis: 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 study

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trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers!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

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Bibliographic Details

Title: 20 Million New Customers!, by Kates
Publisher: Haworth Pr Inc
Publication Date: 1997
Binding: Paperback
Book Condition: Fair

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Kates, Steven M
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Book Description Harrington Park Press, New York, 1998. Paperback. xi, 235p., preference, extensive appendices, index, very good first edition trade paperback in pictorial wraps. Haworth Gay & Lesbian Studies: John P. De Cecco, editor. Seller Inventory # 206877

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Book Description Routledge, 1998. Hardcover. Condition: Good. 1. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. May not contain Access Codes or Supplements. May be ex-library. Shipping & Handling by region. Buy with confidence, excellent customer service!. Seller Inventory # 0789001756

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DECECCO, PHD, JOHN.
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Book Description Haworth Pr Inc, 1997. Hardcover. Condition: Brand New. 1st edition. 235 pages. 9.00x6.25x1.00 inches. In Stock. Seller Inventory # __0789001756

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