Overview
- recognizing that there are families and relationships in society that are not heterosexual
- acknowledging age differences and the needs of particular generations
- attracting customers by circulating non-discriminatory hiring policies through press releases and company memos, installing domestic partner health care plans, and identifying cultural reference points to which gays and lesbians can relate
- remembering that many gays and lesbians may look at business with cynicism and doubt and may be quick to interpret actions as victimization
- referring to the Wall Street project before addressing gay- and lesbian-specific issues
- focusing on the areas of individuality, a need for association, and the need to alleviate stress
- reserving a post script in your direct marketing letter to remind consumers of your companyās domestic partner benefits or if you support a particular gay/lesbian interest organizationUntold Millions contains advice on several other topics, such as corporate legal issues, public information trends and analysis, and changes in gay and lesbian communities to give familiarize you with your target audience. With Untold Millions, youāll be able to develop appealing marketing or advertising campaigns that will satisfy the highly profitable and emerging gay and lesbian consumer market.
This book title, Untold Millions (Secret Truths About Marketing to Gay and Lesbian Consumers) - 9781560239482, ISBN: 9781560239482, by John Dececco, Phd, Grant Lukenbill, published by Taylor & Francis (March 19, 1999) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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