Osoby nieheteroseksualne jako konsumenci
Non-heterosexual people as consumers
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The article presents a description of non-heterosexual customers. The author took into consideration aspects of sexuality emerging from the creation of new social groups according to a gay-friendly strategy. The main goal was to show how sexual identity influences customer behaviors. Social exclusion of non-heterosexual people was mentioned as the main cause of the creation of gay or lesbian social groups. The article also presents correct and incorrect examples of the implementation of gay-friendly strategy.
59 - 69
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