BUSINESS, NOT POLITICS The Making of the Gay ?· business, not politics the making ... ι. the business…

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  • B U S I N E S S , N O T P O L I T I C S

    The Making of the Gay Market

    KATHERINE SENDER

    Columbia University Press NEST New York

  • C O N T E N T S

    ACKNOWLEDGMENTS XI

    . THE BUSINESS AND POLITICS OF GAY MARKETING

    2. EVOLUTION, N O T REVOLUTION 24

    3. PROFESSIONAL HOMOSEXUALS 64

    4. H o w GAY IS TOO GAY? 95

    5. SELLING AMERICA'S M O S T AFFLUENT MINORITY 139

    6. N E I T H E R FISH N O R FOWL 174

    7. SEX SELLS 200

    8. JUST LIKE YOU 227

    APPENDIX i : PITCHING THE GAY MARKET 243

    APPENDIX 2: THE GAY MARKETERS 253

    NOTES 257

    WORKS CITED 287

    INDEX 3OI