Twenty Million New Customers!

Understanding Gay Men's Consumer Behavior

Nonfiction, Social & Cultural Studies, Social Science, Gender Studies, Gay Studies, Business & Finance
Cover of the book Twenty Million New Customers! by Steven M Kates, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Steven M Kates ISBN: 9781317972044
Publisher: Taylor and Francis Publication: December 19, 2013
Imprint: Routledge Language: English
Author: Steven M Kates
ISBN: 9781317972044
Publisher: Taylor and Francis
Publication: December 19, 2013
Imprint: Routledge
Language: English

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trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers!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

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

More books from Taylor and Francis

Cover of the book Sandplay: Silent Workshop of the Psyche by Steven M Kates
Cover of the book AIDS: Individual, Cultural And Policy Dimensions by Steven M Kates
Cover of the book Coping with Population Challenges by Steven M Kates
Cover of the book The Archaeology of Identities by Steven M Kates
Cover of the book Education in Political Science by Steven M Kates
Cover of the book Economic Reform and Employment Relations in Vietnam by Steven M Kates
Cover of the book Sustainability and the Art of Long-Term Thinking by Steven M Kates
Cover of the book The Routledge Handbook of Critical Public Relations by Steven M Kates
Cover of the book Campaigning for President 2016 by Steven M Kates
Cover of the book Historical Animal Geographies by Steven M Kates
Cover of the book Suggestion and its Role in Social Life by Steven M Kates
Cover of the book An A-Z of Modern Europe Since 1789 by Steven M Kates
Cover of the book The Nature of the English Revolution by Steven M Kates
Cover of the book The Future of Learning Design by Steven M Kates
Cover of the book A Handbook of Soil Terminology, Correlation and Classification by Steven M Kates
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy