LEADER 03347nam 22006854a 450 001 9910452037303321 005 20210603013243.0 010 $a0-231-50916-2 024 7 $a10.7312/send12734 035 $a(CKB)1000000000455598 035 $a(EBL)908995 035 $a(OCoLC)818856487 035 $a(SSID)ssj0000116377 035 $a(PQKBManifestationID)11139275 035 $a(PQKBTitleCode)TC0000116377 035 $a(PQKBWorkID)10036422 035 $a(PQKB)10990155 035 $a(MiAaPQ)EBC908995 035 $a(DE-B1597)459314 035 $a(OCoLC)1013937922 035 $a(OCoLC)979742072 035 $a(DE-B1597)9780231509169 035 $a(Au-PeEL)EBL908995 035 $a(CaPaEBR)ebr10183431 035 $a(CaONFJC)MIL666618 035 $a(OCoLC)216947059 035 $a(EXLCZ)991000000000455598 100 $a20040625d2004 uy 0 101 0 $aeng 135 $aurun#---|u||u 181 $ctxt 182 $cc 183 $acr 200 10$aBusiness, not politics$b[electronic resource] $ethe making of the gay market /$fKatherine Sender 210 $aNew York $cColumbia University Press$dc2004 215 $a1 online resource (329 p.) 225 1 $aBetween men--between women 300 $aBased on author's thesis (doctoral)--University of Massachusetts, Amherst. 311 0 $a1-322-35336-0 311 0 $a0-231-12734-0 320 $aIncludes bibliographical references (p. [287]-300) and index. 327 $tFront matter --$tCONTENTS --$tAcknowledgments --$t1. The Business and Politics of Gay Marketing --$t2. Evolution, Not Revolution --$t3. Professional Homosexuals --$t4. How Gay Is Too Gay? --$t5. Selling America's Most Affluent Minority --$t6. Neither Fish Nor Fowl --$t7. Sex Sells --$t8. Just Like You --$tAPPENDIX 1. Pitching the Gay Market --$tAPPENDIX 2. The Gay Marketers --$tNOTES --$tWORKS CITED --$tINDEX --$tBackmatter 330 $aIn a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity. She disputes some marketers'claims that marketing appeals to gay and lesbian consumers are a matter of "business, not politics" and that the business of gay marketing can be considered independently of the politics of gay rights, identity, and visibility. She contends that the gay community is not a preexisting entity that marketers simply tap into; rather it is a construction, an imagined community formed not only through political activism but also through a commercially supported media. She argues that marketing has not only been formative in the constitution of a GLBT community and identity but also has had significant impact on the visibility of gays and lesbians. 410 0$aBetween men--between women. 606 $aGay consumers$zUnited States 606 $aLesbian consumers$zUnited States 606 $aMarketing$zUnited States 608 $aElectronic books. 615 0$aGay consumers 615 0$aLesbian consumers 615 0$aMarketing 676 $a658.8/0086/64 700 $aSender$b Katherine$0934197 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910452037303321 996 $aBusiness, not politics$92453054 997 $aUNINA