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- Local Warehouse Gay and Lesbian- General

Business, Not Politics: The Making of the Gay Market

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Business, Not Politics: The Making of the Gay Market Cover

 

Synopses & Reviews

Publisher Comments:

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.

Synopsis:

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.

Product Details

ISBN:
9780231127349
Author:
Sender, Katherine
Publisher:
Columbia University Press
Subject:
Marketing - General
Subject:
Marketing
Subject:
United states
Subject:
Gay Studies
Subject:
Economics - General
Subject:
Marketing -- United States.
Subject:
Gay consumers -- United States.
Subject:
Gay and Lesbian-General
Series:
Between Men--Between Women
Publication Date:
20050131
Binding:
Hardcover
Language:
English
Illustrations:
Y
Pages:
311
Dimensions:
9.32x6.22x1.00 in. 1.27 lbs.

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Related Subjects

Business » Marketing
Gay and Lesbian » Fiction and Poetry » General

Business, Not Politics: The Making of the Gay Market New Hardcover
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Product details 311 pages Columbia University Press - English 9780231127349 Reviews:
"Synopsis" by , 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.

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