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• catalog abstract ""The first definitive book on researching gay and lesbian market behavior, Untold Millions will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill provides you with Important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies for this growing target audience."--Jacket.".
• catalog contributor b11545102.
• catalog created "c1999.".
• catalog date "1999".
• catalog date "c1999.".
• catalog dateCopyrighted "c1999.".
• catalog description ""The first definitive book on researching gay and lesbian market behavior, Untold Millions will help marketers, advertisers, and public relations managers learn how to successfully market and research products for gay and lesbian consumers. Author Grant Lukenbill provides you with Important procedures, research, and guidelines that businesses today are following in order to develop successful marketing strategies for this growing target audience."--Jacket.".
• catalog description "Foreword / John Klenert -- You Can Bank on It -- Recognize What Is Changing -- Coming Out with the Code -- A Melting Pot of Coded Messaging -- Reading the Future Between the Lines -- Seeing Is Believing -- Real People and The Real World -- Moving Ahead -- Visibility: The New Politics of Profit -- Strong Medicine for Corporate America -- Refocusing the Images -- Putting First Things First -- Gay Is Good--Big Is Not -- Communicating Sensitivity -- Understanding the Influence of the Gay Male Aesthetic -- Changing Times for the Gay and Lesbian Consumer, Employee, and Investor -- Communicating Legitimacy in an Age of Grief -- Will the Real Gay Consumers Please Stand Up? -- Flevating the Discussion and the Science -- Staying Mindful of Statistical Games -- How We Got to Where We Are -- Identifying the Consumers That Matter -- The Population Estimates on Gay and Lesbian Americans -- The Overall Picture -- Understanding Pride and Pragmatism: A Marketer's View of Modern Gay and Lesbian Culture -- Economics and the Sexual Identity Crisis -- Adaptation and Change -- Context Matters -- A General Gay and Lesbian American Profile -- Attitudinal Profile of Gay and Lesbian Americans -- The Psychology of Disenfranchisement -- Business and Marketing Implications -- Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers -- The Equality Principles on Sexual Orientation -- Take Action; Be Decisive -- Fifty Great Ways to Build Stronger Customer Relations with Gay and Lesbian Consumers.".
• catalog description "Includes bibliographical references (p. 189-192) and index.".
• catalog extent "xvii, 199 p. :".
• catalog hasFormat "Untold millions.".
• catalog identifier "1560239484 (softcover : alk. paper)".
• catalog isFormatOf "Untold millions.".
• catalog isPartOf "Haworth gay & lesbian studies".
• catalog issued "1999".
• catalog issued "c1999.".
• catalog language "eng".
• catalog publisher "New York : Harrington Park Press,".
• catalog relation "Untold millions.".
• catalog spatial "United States.".
• catalog subject "658.8/34/086640973 21".
• catalog subject "Gay consumers United States.".
• catalog subject "HC110.C6 L852 1999".
• catalog subject "Lesbian consumers United States.".
• catalog subject "Marketing United States.".
• catalog tableOfContents "Foreword / John Klenert -- You Can Bank on It -- Recognize What Is Changing -- Coming Out with the Code -- A Melting Pot of Coded Messaging -- Reading the Future Between the Lines -- Seeing Is Believing -- Real People and The Real World -- Moving Ahead -- Visibility: The New Politics of Profit -- Strong Medicine for Corporate America -- Refocusing the Images -- Putting First Things First -- Gay Is Good--Big Is Not -- Communicating Sensitivity -- Understanding the Influence of the Gay Male Aesthetic -- Changing Times for the Gay and Lesbian Consumer, Employee, and Investor -- Communicating Legitimacy in an Age of Grief -- Will the Real Gay Consumers Please Stand Up? -- Flevating the Discussion and the Science -- Staying Mindful of Statistical Games -- How We Got to Where We Are -- Identifying the Consumers That Matter -- The Population Estimates on Gay and Lesbian Americans -- The Overall Picture -- Understanding Pride and Pragmatism: A Marketer's View of Modern Gay and Lesbian Culture -- Economics and the Sexual Identity Crisis -- Adaptation and Change -- Context Matters -- A General Gay and Lesbian American Profile -- Attitudinal Profile of Gay and Lesbian Americans -- The Psychology of Disenfranchisement -- Business and Marketing Implications -- Brand Loyalty, Management, and the Creative Process: Promoting Products and Services to Gay and Lesbian Consumers -- The Equality Principles on Sexual Orientation -- Take Action; Be Decisive -- Fifty Great Ways to Build Stronger Customer Relations with Gay and Lesbian Consumers.".
• catalog title "Untold millions : secret truths about marketing to gay and lesbian consumers / Grant Lukenbill.".
• catalog type "text".