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

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Business inside out : capturing millions of brand-loyal gay consumers / Robert Witeck and Wesley Combs

Author
Witeck, Robert
Published
Chicago : Kaplan Pub., [2006]
Copyright Date
©2006
Physical Description
xxi, 179 pages : illustrations ; 24 cm
Additional Creators
Combs, Wesley

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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.
Subject(s)
ISBN
1419505203
Note
Includes index.
View MARC record | catkey: 3527045