title: Marketing to the Homosexual (gay) market: a profile and strategy implications.
abstract: This article describes a significant market to which marketers must devote greater attention. The gay market is well-educated, has high discretionary income, is informed socially and politically, is dedicated to career and home ownership, and places greater importance on friendship networks than do most Americans. Although a potentially lucrative market segment, gays represent a difficult segment to reach since alienation by other segments could be an explosive factor for many businesses.
authors.affiliation: College of Business Administration, Nicholls State University, Thibodaux, LA 70310, USA. delozierw@cenac.nich.edu
authors.forename: M W
authors.initials: MW
authors.lastname: DeLozier
authors.forename: J
authors.initials: J
authors.lastname: Rodrigue
mesh_terms: D018451:Homosexuality, Male; D006801:Humans; D008297:Male; D008389:Marketing of Health Services