03287nam 22006734a 450 991082542630332120210603013243.00-231-50916-210.7312/send12734(CKB)1000000000455598(EBL)908995(OCoLC)818856487(SSID)ssj0000116377(PQKBManifestationID)11139275(PQKBTitleCode)TC0000116377(PQKBWorkID)10036422(PQKB)10990155(DE-B1597)459314(OCoLC)1013937922(OCoLC)979742072(DE-B1597)9780231509169(Au-PeEL)EBL908995(CaPaEBR)ebr10183431(CaONFJC)MIL666618(OCoLC)216947059(MiAaPQ)EBC908995(EXLCZ)99100000000045559820040625d2004 uy 0engurun#---|u||utxtccrBusiness, not politics the making of the gay market /Katherine SenderNew York Columbia University Pressc20041 online resource (329 p.)Between men--between womenBased on author's thesis (doctoral)--University of Massachusetts, Amherst.1-322-35336-0 0-231-12734-0 Includes bibliographical references (p. [287]-300) and index.Front matter --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 --BackmatterIn 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.Between men--between women.Gay consumersUnited StatesLesbian consumersUnited StatesMarketingUnited StatesGay consumersLesbian consumersMarketing658.8/0086/64Sender Katherine1598162MiAaPQMiAaPQMiAaPQBOOK9910825426303321Business, not politics3920231UNINA