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