Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Business, Not Politics: The Making of the Gay Market

Business, Not Politics: The Making of the Gay Market

Sender, Katherine

Hardcover

Series: Between Men-Between Women: Lesbian and Gay Studies

EconomicsMarketingGLBTQIA Studies

Currently unavailable to order

ISBN10: 0231127340
ISBN13: 9780231127349
Publisher: Columbia Univ Pr
Published: Jan 5 2005
Pages: 311
Weight: 1.27
Height: 1.00 Width: 6.22 Depth: 9.32
Language: English
In 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.

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