Business, Not Politics: The Making Of The Gay Market

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Summary

-- Lee Badgett, Economist, University of Massachusetts Amherst; Author of Money, Myths, and Change: The Economic Lives of Lesbians and GayMen

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ACKNOWLEDGMENTS	XI
1. THE BUSINESS AND POLITICS OF GAY MARKETING	1	(23)
2. EVOLUTION, NOT REVOLUTION	24	(40)
3. PROFESSIONAL HOMOSEXUALS	64	(31)
4. HOW GAY IS TOO GAY?	95	(44)
5. SELLING AMERICAS MOST AFFLUENT MINORITY	139	(35)
6. NEITHER FISH NOR FOWL	174	(26)
7. SEX SELLS	200	(27)
8. JUST LIKE YOU	227	(16)
APPENDIX 1: PITCHING THE GAY MARKET	243	(10)
APPENDIX 2: THE GAY MARKETERS	253	(4)
NOTES	257	(30)
WORKS CITED	287	(14)
INDEX	301