Rethinking Feminist Waves

Alexandra Rome (1, 2) , Stephanie O'Donohoe (3) , Susan Dunnett (3)

1 ICN Business School
2 CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises
3 Edin. - University of Edinburgh

This Handbook’s main objective is to provide a roadmap through the complicated terrain of gender as it pertains to marketing and consumer behavior. The author also highlights that the study of gender is not restricted to certain theories, methods, or approaches. The unifying conclusion is that the study of gender is an important topic that has not received the attention it deserves within the marketing discipline; and attention to gender is crucial now more than ever. This book will give marketing scholars the guidance they need to incorporate the topic of gender into their research by highlighting the current conversations that are taking place in the field of marketing, and more importantly by illuminating the gap in which more scholarship is necessary to increase our understanding of gender complexities.

Mots clés: Marketing; Gender; marketing decisions; consumer experiences; public policy initiatives; market practices

Domaines: Sciences de l'Homme et Société

Alexandra Rome, Stephanie O'Donohoe, Susan Dunnett. Rethinking Feminist Waves. Susan Dobscha. Handbook of Research on Gender and Marketing, 11, Edward Elgar Publishing Ltd, 2019, 978 1 78811 537 7. ⟨hal-02144063⟩