ABSTRACT

This cutting edge, innovative volume offers the best of current scholarship on feminist perspectives in marketing. Through many exciting and often controversial discussions, it highlights and challenges assumptions about women and gender in marketing theory and practice from both historical and current contexts. Key issues and debates include:

* the dark side of female consumption
* women and marketing in Socialist economies
* women and advertising
* ecofeminism and marketing
* gender, marketing and cultural diversity
* marketing, sex and sexuality.

Written by internationally recognised experts in marketing and feminism, this book makes a unique contribution to marketing scholarship.

chapter |11 pages

Celebrating diversity

chapter 2|23 pages

Market the case

ByfelUinislU: shift

chapter 3|18 pages

Have we along way,

Penaloza
Bycorrse Negotiating xnore xnulticultural femdnfsrn xnarketing acadexny

chapter 4|8 pages

Advertisements as wOD'len's texts: a feD'linist overview

Barbara Stern
BywOnlen's texts:

chapter |10 pages

voice

chapter 5|13 pages

WODlen

Stephanie O'Donohoe
Byadvertising: reading relationship

chapter |14 pages

Counterargutnents

Byworrrari ofwomen

chapter |10 pages

if if

chapter 7|4 pages

Shifting

Margaret Shona Bettany George
Byferrrirriat comsurrree

chapter |3 pages

Attention to the research act

Byaffective corrrporrerrts research

chapter |24 pages

ofreflexivity what

Byextent author reflect nature project? Questions ofreflexivity extent can paper

chapter 9|44 pages

The contexts

l1/rzght andJYlihaela
Bycultural advertising worrren corrsuzner-ss exarrrpfes Malaysia Rorrrarria

chapter |4 pages

..Another

chapter |11 pages

... ...

chapter 12|18 pages

WODlen-focused coraaurrrptfon

Helene
ByAInsterdaDl

chapter 13|16 pages

A

Eileen Fischer
ByiDlplications discourse rrraas cuatorrriaafirm Dlarginalised prized conssurrrer-s

chapter |40 pages

... ... ....