Gay subculture – a study of consumer behaviour and its implications for marketing communications
Cliff Van WykBrandSmart, South Africa and Associate, ITD Consulting, UK
INTRODUCTION
“Segmentation is a manifestation of marketing's recognition...
Gay subculture - a study of consumer behaviour and its implications for marketing communications
The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.
