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Untold Millions
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Table of Contents

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

About the Author

Dececco, Phd, John; Lukenbill, Grant

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