Business inside out : capturing millions of brand-loyal gay consumers /
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| Author / Creator: | Witeck, Robert. |
|---|---|
| Imprint: | Chicago : Kaplan Pub., c2006. |
| Description: | xxi, 179 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6494755 |
Table of Contents:
- The background
- Why reputation matters
- Evolution of gay consumers
- The essential role of research
- Counting gays
- The opportunity
- Gay buying power
- Corporate reputation and brand loyalty
- Gay media, connections, and community
- The strategy
- Steps for success: strategies in the real world
- Out for a test drive
- Understanding and managing backlash
- Resources.
