“The total of activities a company deploys to address the gay consumer m/f"
Marketing is not a single action, it is a process, a strategy. In gay marketing it is important - even more than when targeting other segments - to show the consumers that they are understood and appreciated. Sensitivities are in play that do not occur elsewhere (but this is rewarded with higher spending and better brand loyalty).
It should also be measurable. Many companies run campaigns - advertising, sponsoring, mailings - without measuring, or being able to measure, the results. This is undesirable in regular marketing activities, but certainly so in Marketing the Rainbow. Always make sure to know the results of your communications!