Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior

By Steven M. Kates, John P. De Cecco, John Dececco

A scholarly yet personal study, Twenty Million New Customers! 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 rapidly 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.

• Format: Paperback
• Language: English
• ISBN: 1560239034
• ISBN13: 9781560239031
• Release Date: January 1998
• Publisher: Routledge
• Length: 250 Pages
• Weight: 0.87 lbs.
• Dimensions: 0.7" x 6.0" x 8.4"

Customer Reviews

The best of the bunch

There are a few books out there regarding this market, but out of the ones I've looked at, this seems to be the best of the bunch.