{"product_id":"twenty-million-new-customers-1","title":"Twenty Million New Customers!","description":"\u003cp\u003eMost of the world’s population is in the dark when it comes to the consumer patterns of gay men. But in Twenty Million New Customers!: Understanding Gay Men’s Consumer Behavior, you’ll leave all the dark, homophobic myths behind where they belong--in the closet--and come out into the light. In its colorful and informative chapters, you’ll see why gay men are a vital consumer lifeline to today’s clothing industries as you tap into revealing psychological characteristics that will benefit any business manager. A scholarly yet personal, poignant study, Twenty Million New Customers! 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 rapidly 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.” Specifically, you’ll read about:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003ein-depth, personal interviews from gay consumers \u003c\/li\u003e\n\u003cli\u003ereal-life problems and market needs of gay men \u003c\/li\u003e\n\u003cli\u003econsumer behavior as political protest \u003c\/li\u003e\n\u003cli\u003eself-concept, identity, community, and culture \u003c\/li\u003e\n\u003cli\u003ethe creation and maintenance of gay consumer subculture \u003c\/li\u003e\n\u003cli\u003eresearch methods and managerial implications of the studyA recent survey estimates that over six percent of U.S. consumers openly acknowledges themselves as gay--clearly a priceless niche. So if you’re a gay man trying to get the skinny on the latest bodysuit trends, a marketing scholar involved in quantitative methods research, or a manager interested in retiring your old, outdated business savvy to the closet and exchanging it for a flashy, new, informed sense of marketing pizzazz, read Twenty Million New Customers! It’ll shut the closet on the harmful myths surrounding gay consumerism and open the door to success. \u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Taylor \u0026 Francis Inc","offers":[{"title":"Default Title","offer_id":54262418178392,"sku":"9781560239031","price":63.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781560239031.jpg?v=1777650318","url":"https:\/\/agendabookshop.com\/products\/twenty-million-new-customers-1","provider":"Agenda Bookshop","version":"1.0","type":"link"}