by Steven M. Kates
A scholarly yet personal study, Twenty Million New Customers!: Understanding Gay Men's Consumer Behavior 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 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."
Lawrence E. Harrison
Rosabeth Moss Kanter
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