Twenty Million New Customers!

<p>Most of the world’s population is in the dark when it comes to the consumer patterns of gay men. But in Twenty Million New Customers!: Understanding Gay Men’s Consumer Behavior you’ll leave all the dark homophobic myths behind where they belong--in the closet--and come out into the light. In its colorful and informative chapters you’ll see why gay men are a vital consumer lifeline to today’s clothing industries as you tap into revealing psychological characteristics that will benefit any business manager. A scholarly yet personal poignant 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.” Specifically you’ll read about:</p><ul> <li>in-depth personal interviews from gay consumers </li> <li>real-life problems and market needs of gay men </li> <li>consumer behavior as political protest </li> <li>self-concept identity community and culture </li> <li>the creation and maintenance of gay consumer subculture </li> <li>research methods and managerial implications of the studyA recent survey estimates that over six percent of U.S. consumers openly acknowledges themselves as gay--clearly a priceless niche. So if you’re a gay man trying to get the skinny on the latest bodysuit trends a marketing scholar involved in quantitative methods research or a manager interested in retiring your old outdated business savvy to the closet and exchanging it for a flashy new informed sense of marketing pizzazz read Twenty Million New Customers! It’ll shut the closet on the harmful myths surrounding gay consumerism and open the door to success. </li> </ul>