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Business, Not Politics: The Making of the Gay Market
Katherine Sender
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Description for Business, Not Politics: The Making of the Gay Market
Hardback. 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. Series: Between Men - Between Women: Lesbian & Gay Studies. Num Pages: 320 pages, 18 illus. BIC Classification: JFSK; KJS. Category: (P) Professional & Vocational. Dimension: 229 x 152 x 25. Weight in Grams: 726.
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 ... Read more
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 ... Read more
Product Details
Format
Hardback
Publication date
2005
Publisher
Columbia University Press United States
Number of pages
320
Condition
New
Series
Between Men - Between Women: Lesbian & Gay Studies
Number of Pages
320
Place of Publication
New York, United States
ISBN
9780231127349
SKU
V9780231127349
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-1
About Katherine Sender
Katherine Sender is an assistant professor at the University of Pennsylvania's Annenberg School for Communication. She lives in Philadelphia.
Reviews for Business, Not Politics: The Making of the Gay Market
The author's extensive knowledge of the subject provides for an excellent, highly engaging volume...Highly recommended. Choice Business, Not Politics: The Making of the Gay Market breaks new ground...with humor, elegance and sharp insight.
Mary L. Gray International Journal of Communicaton
Mary L. Gray International Journal of Communicaton