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Some comments on "Marketing to the homosexual (gay) market: a profile and strategy implications"
1Department of Marketing, San Francisco State University, CA 94132, USA. sbhat@sfsu.edu
Journal of Homosexuality
|January 1, 1996
Abstract:
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.