Twenty million new customers!
Subtitle: understanding gay men's consumer behavior
By: Steven M. Kates.
Series: Haworth gay & lesbian studies
Publisher: Haworth Press
Published: 1998
Place of publication: New York
Language: eng
Number of pages: 235
Subjects: Gay consumers -- United States
Description: 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."
Notes: Includes bibliographical references (p. 211-226) and index.