Chapters in this book

1. Frontmatter i
2. CONTENTS ix
3. Acknowledgments xi
4. 1. The Business and Politics of Gay Marketing 1
5. 2. Evolution, Not Revolution 24
6. 3. Professional Homosexuals 64
7. 4. How Gay Is Too Gay? 95
8. 5. Selling America’s Most Affluent Minority 139
9. 6. Neither Fish Nor Fowl 174
10. 7. Sex Sells 200
11. 8. Just Like You 227
12. APPENDIX 1. Pitching the Gay Market 243
13. APPENDIX 2. The Gay Marketers 253
14. NOTES 257
15. WORKS CITED 287
16. INDEX 301
17. Backmatter 313