Business, Not Politics : The Making of the Gay Market

Başlık:

Yazar:

Sender, Katherine.

ISBN:

9780231509169

Ek Yazar:

Sender, Katherine.

Fiziksel Tanım:

1 online resource : 18 illus.

Series:

Between Men-Between Women: Lesbian and Gay Studies

Contents:

Frontmatter -- CONTENTS -- Acknowledgments -- 1. The Business and Politics of Gay Marketing -- 2. Evolution, Not Revolution -- 3. Professional Homosexuals -- 4. How Gay Is Too Gay? -- 5. Selling America’s Most Affluent Minority -- 6. Neither Fish Nor Fowl -- 7. Sex Sells -- 8. Just Like You -- APPENDIX 1. Pitching the Gay Market -- APPENDIX 2. The Gay Marketers -- NOTES -- WORKS CITED -- INDEX -- Backmatter

Abstract:

Konu Terimleri:

Gay consumers -- United States.

Lesbian consumers -- United States.

Marketing -- United States.

Political Economics, other.

Social Sciences, Economics.

Social Sciences.

Electronic Access:

http://www.degruyter.com/doi/book/10.7312/send12734
Cover http://www.degruyter.com/doc/cover/9780231509169.jpg

Mevcut:*

Library	Materyal Türü	Barkod	Yer Numarası	Durum
Searching... Pamukkale Merkez Kütüphanesi	E-Kitap	66244-1001	HC110 .C6 S46 2004 EB	Searching... Unknown

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Özet

In a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity. She disputes some marketers'claims that marketing appeals to gay and lesbian consumers are a matter of "business, not politics" and that the business of gay marketing can be considered independently of the politics of gay rights, identity, and visibility. She contends that the gay community is not a preexisting entity that marketers simply tap into; rather it is a construction, an imagined community formed not only through political activism but also through a commercially supported media. She argues that marketing has not only been formative in the constitution of a GLBT community and identity but also has had significant impact on the visibility of gays and lesbians.

Author Notes

Katherine Sender is an assistant professor at the University of Pennsylvania's Annenberg School for Communication. She lives in Philadelphia.

Reviews (1)

Choice Review

Sender (communications, Univ. of Pennsylvania) recounts the recent boom in marketing to the lesbian and gay community. Blending in-depth market research with professional interviews, she offers a better understanding of how this trend came about and what it means for advertisers. The writer builds on input from authorities in an array of fields, including gay media and marketing, sales, public relations, and magazine publishing. She assesses current approaches to tapping this niche market, concluding that marketing to gay consumers must involve a mix of business and politics to prevail. Also included in the book are helpful examples of the great successes and dismal failures of various companies, including NBC, AT&T, and Disney, in their individual attempts to enter the market. Sender contends that successful exploitation of this loyal customer base has worlds to offer and can be achieved through all-inclusive GLBT (gay, lesbian, bisexual, and transgender) consumer imagery. The author's extensive knowledge of the subject provides for an excellent, highly engaging volume. ^BSumming Up: Highly recommended. Marketing professionals, upper-level undergraduate and graduate students, and the general public. S. D. Clark St. John's University (NY)