Description
Book SynopsisPerforming an in-depth exploration of the gendered nature of marketing theory and practice, this timely book unpacks the many ideological assumptions embedded in marketing thought and action.
Trade Review‘Gendered Marketing
, by Maclaran and Chatzidakis, offers a compelling and clear synthesis of contemporary feminist and gender theories and their uses in debates in this field of Marketing and Consumer Behaviour. By providing the conceptual tools for re-writing the texts of this field that so often render gender and its consequences surreptitiously invisible, Gendered Marketing
demonstrates how gender and feminism continue to challenge and matter.’ -- Lydia Martens, Keele University, UK
‘With remarkable elegance and precision, Pauline Maclaran and Andreas Chatzidakis explore and overturn the traditional male-centred nature of marketing and consumer scholarship. Astutely deploying a range of feminist and other critical insights, Gendered Marketing
enables us to think through diverse solidarities to envision altogether more creative, progressive and egalitarian marketing and consuming practices. Not to be missed in any progressive pedagogy!’ -- Lynne Segal, Birkbeck, University of London, UK
‘Maclaran and Chatzidakis offer a palette of feminist theories and marketing applications, covering a range of topics from history to ad representations, products and services to technoporn, ecology to macho organization culture. Equal parts critique and pragmatic intervention, this book is essential reading for students and practitioners to better understand and traverse today’s gender minefield. The authors explain why things change, yet remain the same, and how marketers and consumers can and must do better.’ -- Lisa Peñaloza, KEDGE Business School, France
‘Gendered Marketing
is a must-read for those interested in the intersection of gender(s) and marketing. It offers rich and historically contextualized insights on both practice and research related to gendered marketing. And it offers a productive reflection on whether, and how, marketing might eventually be “de-gendered”. Its messages are timely, and relevant for scholars, activists and practitioners alike.’ -- Eileen Fischer, Professor of Marketing, Schulich School of Business, York University, Canada
‘Gendered Marketing
, by Maclaran and Chatzidakis, offers a compelling and clear synthesis of contemporary feminist and gender theories and their uses in debates in this field of Marketing and Consumer Behaviour. By providing the conceptual tools for re-writing the texts of this field that so often render gender and its consequences surreptitiously invisible, Gendered Marketing
demonstrates how gender and feminism continue to challenge and matter.’ -- Lydia Martens, Keele University, UK
‘With remarkable elegance and precision, Pauline Maclaran and Andreas Chatzidakis explore and overturn the traditional male-centred nature of marketing and consumer scholarship. Astutely deploying a range of feminist and other critical insights, Gendered Marketing
enables us to think through diverse solidarities to envision altogether more creative, progressive and egalitarian marketing and consuming practices. Not to be missed in any progressive pedagogy!’ -- Lynne Segal, Birkbeck, University of London, UK
‘Maclaran and Chatzidakis offer a palette of feminist theories and marketing applications, covering a range of topics from history to ad representations, products and services to technoporn, ecology to macho organization culture. Equal parts critique and pragmatic intervention, this book is essential reading for students and practitioners to better understand and traverse today’s gender minefield. The authors explain why things change, yet remain the same, and how marketers and consumers can and must do better.’ -- Lisa Peñaloza, KEDGE Business School, France
‘Gendered Marketing
is a must-read for those interested in the intersection of gender(s) and marketing. It offers rich and historically contextualized insights on both practice and research related to gendered marketing. And it offers a productive reflection on whether, and how, marketing might eventually be “de-gendered”. Its messages are timely, and relevant for scholars, activists and practitioners alike.’ -- Eileen Fischer, Professor of Marketing, Schulich School of Business, York University, Canada
Table of ContentsContents: 1. Introduction: an overview of gendered marketing 2. Breaking the silences: women in the history of marketing thought and practice 3. Marketing communications: selling or smashing stereotypes? 4. Gendering products and services: from design to brand 5. Marketing’s free externalities: the well-being of human and non-human others 6. Who cares for the marketing organisation? 7. Can marketing be de-gendered? References Index
