Maclaran, Pauline
Gendered Marketing (Gendered Management)
- ISBN 13:
- 9781035316922
- author:
- Maclaran, Pauline
- format:
- Paperback
- publisher:
- Edward Elgar Publishing Ltd
- language:
- English
- Publication Year:
- 2023
- Pages:
- 168
- Dimensions:
- 21.6 x 13.8 centimetres
- Genre:
- Nonfiction, Social Sciences, Feminism & Feminist Theory,
- Condition:
- New
- Availability:
- Item usually sent within 10 working days
Description
This timely book explores the gendered nature of marketing theory and practice, uncovering the ideological assumptions embedded in marketing thought and action. By examining the history of marketing, communications, product design and branding, as well as marketing's free externalities and organisation, Maclaran and Chatzidakis identify biases, misconceptions and prejudices perpetuated by gendered marketing.
The authors draw on feminist theory and interdisciplinary perspectives to provide a comprehensive understanding of the subtleties at work in the gendering of marketing. They question whether and how marketing can be de-gendered, with the aim of empowering and transforming consumers. This book will prove invaluable to students and scholars of marketing, media studies, sociology and gender studies.
It also offers valuable insights into industry practices, making it a vital reference guide for practitioners and policymakers working in advertising, marketing and the media who are concerned with gender and feminism.
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