Description
Witeck and Combs describe marketing to the gay, lesbian, bisexual, and transgender population. They cover the history of the gay marketplace and media; consumer identity, demographics, and behaviors, including brand loyalty; and strategies for entering the gay marketplace, including dealing with backlash. Witeck and Combs co-founded a marketing and public relations consultancy representing Fortune 500 companies that serve the GLBT market. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
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Marketing experts Robert Witeck and Wesley Combs distill breaking research trends with their partner Harris Interactive and apply more than a decade’s client experience into the core insights of Business Inside Out. While other books have focused on specific dimensions of the gay market—political concerns, social issues, and identity—this is the first-ever resource to provide a complete, real-world approach to targeting this valuable segment. From building a strong business case and developing winning strategies, to designing the right media mix and measuring results, Business Inside Out gives business professionals the knowledge they need to capture the loyalty and wallets of customers in this powerful and still emerging niche market.
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