ABSTRACT
This chapter provides some understanding of what gender equality may mean through an exploration of various marketing practices, studies and teaching. The difficulty of finding appropriate definitions for gender equality in marketing leads to a discussion of how marketing institutions and practices contribute to persistently unequal gender relations. The chapter offers suggestions for how to address the inequalities, with a particular focus on agents of change, specifically within marketing teaching. It highlights the complexities between gender, gender equality and marketing, and the role of education and research. The chapter presents a brief excursion into the history of marketing as it developed as a scholarly discipline, followed by feminist influences on this development, particularly since the early 1990s. Although there is some dispute regarding the origins of marketing, in particular regarding the first evidence of teaching marketing, it is relatively well acknowledged that it emerged out of the wider field of economics and management science.
