Business Inside Out

Marketing experts Robert Witeck and Wesley Combs distil breaking research trends with their partner Harris Interactive and apply more than a decade's experience into the core insights of Business Inside Out. While other books have focused on specific dimensions of the gay market - political concerns, social issues and identity - this is the first-ever resource to provide a complete research-based real-world approach to understanding the needs, attitudes, behaviours and purchasing patterns of the gay consumer segment. From building a strong business case and developing winning strategies, to designing the right media mix and measuring results, this book gives business professionals the knowledge they need to capture the loyalty of customers in this powerful and still emerging market.