Twenty Million New Customers! : Understanding Gay Men¿s Consumer Behavior
by Steven M. Kates


Overview - 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.  Read more...

 
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More About Twenty Million New Customers! by Steven M. Kates
 
 
 
Overview
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 questionnai


This item is Non-Returnable.

 
Details
  • ISBN-13: 9780789001757
  • ISBN-10: 0789001756
  • Publisher: Routledge
  • Publish Date: January 1998
  • Page Count: 250
  • Dimensions: 8.81 x 6.25 x 0.96 inches
  • Shipping Weight: 1.34 pounds

Series: Haworth Gay & Lesbian Studies

Related Categories

Books > Social Science > Anthropology - Cultural & Social
Books > Social Science > LGBT Studies - Gay Studies
Books > Business & Economics > General

 
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