| Tekijä: | Branchik, B.J. |
| Otsikko: | Out in the market: A history of the gay market segment in the United States |
| Lehti: | Journal of Macromarketing
2002 : JUN, VOL. 22:1, p. 86-97 |
| Asiasana: | Marketing Market segmentation History USA |
| Vapaa asiasana: | Sexual orientation |
| Kieli: | eng |
| Tiivistelmä: | In recent years, the American gay market segment has been recognized by publications and businesses as large and lucrative. Whether purposefully of inadvertently, U.S. businesses have been marketing to gay consumers for well over 100 years. This market segment has developed as a result of series of historical and societal events, paralleling the development of the gay community and involving activities on the part of both buyers and sellers. This article traces the evolution of the gay market segment from the late 19th century to the beginning of the 21st century through three historical phases: 1. the underground phase, pre-1941, 2. the community-building phase, 1941-1970, and 3. the main-stream phase, 1970 to the present. |
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