Overview

"This comprehensive and authorative sourcebook offers academics, researchers and students an introduction to and overview of current scholarship at the intersection of marketing and feminism. In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism – particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women’s development and life opportunities. The ""F"" word is back on the agenda – made high profile by campaigns such as #MeToo and #TimesUp. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars, and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women’s exploitation. Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing."

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9781032187563

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Reviews

"""In a world of resurgent inequality, a book on feminist perspectives – which prioritize issues of injustice, exclusion, and subjugation – on the current state of the knowledge and debates in marketing, communications, and consumption is most timely and welcome. The contributions deliberate and expose the gendered nature of institutional and social structures that implicate marketing practices as well as the overlooked female contributions to the production of marketing knowledge."" Guliz Ger, Professor of Marketing, Bilkent University, Turkey ""This invaluable and urgently needed volume will have pride of place on my bookshelves. The carefully curated chapters synthesise and foster interdisciplinary insight, debate and critique surrounding the relationships between marketing and feminism, applying rigorous scholarship in examining a rich array of gendered marketplace practices, ideologies and activism. The collection addresses intersections of gender, class, age and race from the perspectives of an international, multi-generational group of feminist scholars drawing on a range of disciplines."" Stephanie O'Donohoe, Professor of Advertising and Consumer Culture, University of Edinburgh Business School, UK ""This tour de force volume provides a comprehensive and innovative study of the intersections among marketing, gender, and feminist theory. These collected works deftly trace out the marginalized voices, socio-cultural complexities, historical relations, and politics-of-identity conflicts that have shaped the marketing of gender and the gendering of marketing theory and practice. The Routledge Companion to Marketing and Feminism is a must read for anyone seeking to understand marketing’s gendered past, present and future."" Craig Thompson, Churchill-Bascom Professor of Marketing, University of Wisconsin-Madison, USA"

Author Information

Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London, UK. Lorna Stevens is Associate Professor of Marketing at the University of Bath, UK. Olga Kravets is Senior Lecturer at Royal Holloway, University of London, UK.

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