ABSTRACT
On the face of it marketing and feminism is a potentially explosive combination. After all, marketing promotes a system that has traditionally been castigated by feminists for exploiting women. However, all of the chapters in this book demonstrate that marketing and feminism have much to offer one another, specifically by showing us the very positive contribution feminism can make to marketing theory and practice. Feminism is a word that carries many emotive associations, not all of them positive. There can be few words that have been so controversial, so derided and so frequently maligned. Indeed, in common parlance it is often referred to as the ‘f' word.
