Business inside out
Subtitle: capturing millions of brand-loyal gay consumers
By: Robert Witeck and Wesley Combs.
Contributors: Combs, Wesley.
Publisher: Kaplan Pub.
Published: 2006
Place of publication: Chicago
Language: eng
Number of pages: 179
ISBN-13: 9781419505201; 9781419505201
Subjects: Gay consumers -- United States; Target marketing -- United States
Notes: Includes index.
Table of contents: title: The background; title: Why reputation matters; title: Evolution of gay consumers; title: The essential role of research; title: Counting gays; title: The opportunity; title: Gay buying power; title: Corporate reputation and brand loyalty; title: Gay media, connections, and community; title: The strategy; title: Steps for success: strategies in the real world; title: Out for a test drive; title: Understanding and managing backlash; title: Resources.