Hardback

Gendered Marketing

9781839108815 Edward Elgar Publishing
Pauline Maclaran, Professor of Marketing and Consumer Research and Andreas Chatzidakis, Professor of Marketing, Department of Marketing, Royal Holloway, University of London, UK
Publication Date: August 2022 ISBN: 978 1 83910 881 5 Extent: 168 pp
Performing 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.

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Performing 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.

Drawing on past and present scholarship at the intersection between marketing and feminism, Pauline Maclaran and Andreas Chatzidakis highlight the gendered silences in the history of marketing. By referencing core bodies of feminist theory and engaging with interdisciplinary perspectives on feminism and marketing, they illustrate a comprehensive understanding of the subtleties at work in the gendering of marketing. Structured around five key areas, the book examines the history of marketing thought, communications, product design and branding, marketing’s free externalities, and the marketing organisation. Identifying the biases, misconceptions and prejudices perpetuated by gendered marketing, it concludes by questioning if and how marketing can be de-gendered, in order to empower and transform consumers.

Tracking the evolution of feminist thought and its critique of market-related structures and activities, this book will prove invaluable to students and scholars of marketing, media studies, sociology and gender studies. With insights into industry practices, it will also prove a vital reference guide to practitioners and policymakers working in advertising, marketing and the media who are concerned with gender and feminism.
Critical Acclaim
‘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
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