MARKETING TO THE HOMOSEXUAL (GAY) MARKET - A PROFILE AND STRATEGY IMPLICATIONS - COMMENTS

Authors
BHAT S
Citation
S. Bhat, MARKETING TO THE HOMOSEXUAL (GAY) MARKET - A PROFILE AND STRATEGY IMPLICATIONS - COMMENTS, Journal of homosexuality, 31(1-2), 1996, pp. 213-217
Citations number
7
Categorie Soggetti
Psychology,"Social, Sciences, Interdisciplinary
Journal title
Journal of homosexuality → ACNP
ISSN journal
00918369
Volume
31
Issue
1-2
Year of publication
1996
Pages
213 - 217
Database
ISI
SICI code
0091-8369(1996)31:1-2<213:MTTH(M>2.0.ZU;2-5
Abstract
This article addresses some of the issues raised in the article ''Mark eting to the Homosexual (Gay) Market: A Profile and Strategy Implicati ons.'' Strategic segmentation theory and practice suggest that segment s 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,