Cover Image

Business inside out : capturing millions of brand-loyal gay consumers /

Bibliographic Details
Main Author: Witeck, Robert
Other Authors: Combs, Wesley
Format: Book
Language:English
Published: Chicago : Kaplan Pub., [2006]
Subjects:
Gay consumers > United States.
Target marketing > United States.
Online Access:Publisher description
Contributor biographical information
Table of Contents:
  • The background
  • Why reputation matters
  • Evolution of gay consumers
  • The essential role of research
  • Counting gays
  • The opportunity
  • Gay buying power
  • Corporate reputation and brand loyalty
  • Gay media, connections, and community
  • The strategy
  • Steps for success: strategies in the real world
  • Out for a test drive
  • Understanding and managing backlash
  • Resources.