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The Gay and Lesbian Market: New Trends, New Opportunities, 3rd Edition

273 Pages Packaged Facts October 01, 2002 SKU: LA804022

This new Packaged Facts report offers an exhaustive, timely analysis of the gay and lesbian consumer market in the United States. Featuring the expert insight of Witeck-Combs Communications, Inc., the PR agency with the nation's leading practice in gay and lesbian marketing, the report provides an overview of key characteristics of the gay and lesbian population, including income levels and household structure. The report then assesses the current size and projected growth of the U.S. gay and lesbian market through 2007 and analyzes key aspects of gay and lesbian consumer behavior. Media serving the gay and lesbian community are described. The report provides an overview of marketing and promotional strategies targeting the gay and lesbian market and profiles companies reaching out to gay and lesbian consumers.

New to the report is a cutting-edge discussion of trends driving gay and lesbian households, the opportunities these trends present marketers and real action steps companies can take to benefit from them.

Appendices include samples of advertising designed for the gay and lesbian market and a directory of resources to assist in marketing to gay and lesbian consumers.

A growing number of companies view gay and lesbian consumers as a vital component of their overall marketing strategies and targeted marketing programs. The buying power of gay and lesbian consumers places them among the most sought-after segments in an increasingly diverse American consumer market. Besides wielding substantial economic influence in their own right, gay and lesbian consumers are often seen as key players in the trendsetting urban market.

Discover what Census 2000 has to say about where gay men and lesbians are most likely to live. Benefit from an authoritative analysis of the size of the gay and lesbian population and reliable estimates of gay and lesbian household income levels. Obtain the latest thinking from marketing experts on how to develop effective advertising and promotional strategies to reach gay and lesbian consumers. Understand what gay and lesbian consumers look for when evaluating a company’s marketing efforts.

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