Business inside out capturing millions of brand-loyal gay consumers - Witeck, Robert; Combs, Wesley (Chicago Kaplan Pub., 2006)
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.
Keywords: Gay consumers -- United States; Target marketing -- United States