ABSTRACT
Feminist perspectives expose many gendered assumptions embedded in marketing and consumption phenomena, as well as the unequal power relations that underpin them. After giving a brief overview of feminism's main principles and major types, this chapter chronicles the historical intertwining of feminism with marketing and gives an overview of the contributions feminist scholarship has made to critical marketing. It looks at what are often referred to as the four waves of feminism and analyzes the different relationship each time period has had with marketing and the scholarship therein. The chapter highlights key theoretical perspectives within the feminist canon that have driven this work, before detailing key areas where we believe future critique is urgently required. It provides an inspiration for young scholars to reinstate some of the lost female voices, as well as developing their own critical lens on the many intersections of marketing and consumption that would benefit from feminist theorizing.
