Twenty million new customers!
Steven M. Kates · 1997
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A scholarly yet personal study, Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior 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 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."
First sentence: The so-called "deviant" consumer behavior of gays and lesbians is a much neglected focus in the mainstream consumer research literature (Sanders 1989; Wardlow 1996) while consumer perspectives are similarly rare in gay and lesbian studies.
Book details
- Year
- 1997
- Language
- English
- Publisher
- Haworth Press
- Editions
- 7
- Pages
- 235
- ISBN
- 9781560239031
Data source: Wikidata