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Business, Not Politics: The Making of the Gay Market (Between Men-Between Women: Lesbian and Gay Studies) by Katherine Sender is a nonfiction available to read on EtoBox.

What is Business, Not Politics: The Making of the Gay Market (Between Men-Between Women: Lesbian and Gay Studies) about?

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. 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

Who reads Business, Not Politics: The Making of the Gay Market (Between Men-Between Women: Lesbian and Gay Studies)?

Author

Katherine Sender

Publisher

Columbia University Press

Published

2005

Language

EN

ISBN

9780231127349

Category

nonfiction

Subjects

Marketing, Economics, Business