cover image Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution

Untold Millions: Positioning Your Business for the Gay and Lesbian Consumer Revolution

Grant Lukenbill. HarperCollins Publishers, $25 (210pp) ISBN 978-0-88730-699-0

Lukenbill, former sales development manager for The Advocate who now has a cable TV show directed at gay consumers, is an expert on marketing to gays. He describes a revolution in marketing consumer products and a growing trend toward marketing to this niche, taking into account past advertising practices. He includes a synopsis of the demographic and marketing research compiled by the 1993 Yankelovick Partner's market study; he provides marketing techniques, giving samples of advertising campaigns and suggestions for special-target industries. His book is directed at corporate and business marketers. While unique in the field, the work at times takes an editorial tone, with little support given for many of the most overreaching statements. Recommended only for special business libraries.-Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix