Notice bibliographique
- Notice
Type(s) de contenu et mode(s) de consultation : Texte noté : sans médiation
Auteur(s) : Maclaran, Pauline (1950-....)
Chatzidakis, Andreas
Titre(s) : Gendered marketing [Texte imprimé] / Pauline Maclaran, Andreas Chatzidakis
Publication : Cheltenham ; Northampton : E. Elgar Publishing, copyright 2022
Description matérielle : 1 vol. (vi-158 p.) ; 23 cm
Collection : Gendered management
Lien à la collection : Gendered management
Comprend : 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. Gendered 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?
Note(s) : Bibliogr. p. 131-153. Index
"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"
Sujet(s) : Marketing -- Société
Marketing -- Différences entre sexes
Théorie féministe
Comportement des consommateurs
Indice(s) Dewey :
658.8 (23e éd.) = Gestion du marketing
Identifiants, prix et caractéristiques : ISBN 9781839108815. - ISBN 9781035316922 (br.). - ISBN 1839108819. - ISBN 9781839108822
(erroné). - ISBN 1035316927
EAN 9781035316922
Identifiant de la notice : ark:/12148/cb472514036
Notice n° :
FRBNF47251403
(notice reprise d'un réservoir extérieur)
