Some Comments on ''Marketing to the Homosexual (Gay) Market
A Profile and Strategy Implications''
Bibliographic Data
| ID | 11623634 |
|---|---|
| Authors | Subodh Bhat (0000-0002-9031-8121, a Associate Professor of Marketing, San Francisco State University, San Francisco, CA 94132, [email protected], corresponding author) |
| Year | 1996 |
| Volume | 31 |
| Issue | 1-2 |
| Pages | 213-217 |
| Publication date | 1996-06-21 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Homosexuality (JOURNAL) |
| Journal identifiers | ISSN: 0091-8369 • E-ISSN: 1540-3602 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1300/j082v31n01_13 |
| PMID | 8827501 |
| OpenAlex | W2324924784 |
| Language | EN |
| Citations received | 2 |
This article addresses some of the issues raised in the article "Marketing to the Homosexual (Gay) Market: A Profile and Strategy Implications." Strategic segmentation theory and practice suggest that segments should be based on consumers' responses or behaviors in relation to the marketer's product, thus calling into question the existence of a supposedly homogenous homosexual segment and the resultant profile of the average person in that segment
Business · Homosexuality · Market segmentation · Product (mathematics · Relation (database · Sociology · Computer Science · Consumer Market Behavior and Pricing · Cross-Cultural and Social Analysis · Gender Studies · Marketing · Marriage and Sexual Relationships · Psychology · Social Psychology
| Citations per year | 0.11 |
|---|---|
| Citation span | 2007 - 2023 (17) |
| Highly cited | No |