ABSTRACT
This chapter offers a critical discussion of gender in marketing, arguing that binary thinking continues to reinforce traditional gender roles, despite the much anticipated 'feminization' of marketing in the 1990s. It reviews the services marketing literature, specifically the role of 'feeling bodies' in the workplace, and the gender issues therein. The chapter argues that sex-typing and gender-typing are alive and well, deeply ingrained in institutional ideologies, and perhaps nowhere more tellingly than in the higher education sector, where research shows that women as 'feeling bodies' do most of the hard labor. It also argue that by applying a more critical lens, we can sensitize ourselves to that which is assumed and taken for granted as the norm in relation to gendered marketing in the workplace. The chapter draws together two domains: services marketing and emotional labor, and shows their underlying ideologies from a gendered perspective.
