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Produktbild: De Cecco, J: Untold Millions

De Cecco, J: Untold Millions Secret Truths About Marketing to Gay and Lesbian Consumers

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Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

09.08.2017

Verlag

Taylor & Francis

Seitenzahl

236

Maße (L/B)

21/14.8 cm

Gewicht

600 g

Sprache

Englisch

ISBN

978-1-138-41931-5

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

09.08.2017

Verlag

Taylor & Francis

Seitenzahl

236

Maße (L/B)

21/14.8 cm

Gewicht

600 g

Sprache

Englisch

ISBN

978-1-138-41931-5

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  • Produktbild: De Cecco, J: Untold Millions

  • Contents
    Foreword

    • Acknowledgments
    • Chapter 1. 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 (ital)The Real World
    • Moving Ahead
    • Chapter 2. 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
    • Chapter 3. Will the Real Gay Consumers Please Stand Up?
    • Elevating the Discussion and the Science
    • Staying Mindful of Statistical Games
    • How We Got Where We Are
    • Identifying the Consumers That Matter
    • The Population Estimates on Gay and Lesbian Americans
    • The Overall Picture
    • Chapter 4. Understanding Pride and Pragmatism: A Marketer’s View of Modern Gay and Lesbian Culture
    • Economics and the Sexual Identity Crisis
    • Adaption 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
    • Chapter 5. 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
    • Corporate Nightmares: The Truth About Boycotts and Backlash
    • Common Sense Public Relations
    • Gay and Lesbian Consumer Demand: Key Areas of Growth
    • General Strategy
    • HIV and the Gay Marketing Moment
    • Chapter 6. Key Cities and Emerging Opportunities for Business
    • Investing in Tas