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Author: Maclaran, Pauline Publisher: Edward Elgar Publishing ISBN: 1839108827 Category : Business & Economics Languages : en Pages : 165
Book Description
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.
Author: Maclaran, Pauline Publisher: Edward Elgar Publishing ISBN: 1839108827 Category : Business & Economics Languages : en Pages : 165
Book Description
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.
Author: Zeynep Arsel Publisher: Routledge ISBN: 1315300737 Category : Business & Economics Languages : en Pages : 198
Book Description
Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.
Author: Susan Dobscha Publisher: Edward Elgar Publishing ISBN: 1788115384 Category : Languages : en Pages : 352
Book Description
Susan Dobscha and the authors in this Handbook provide a primer and resource for scholars and practitioners keen to develop or enhance their understanding of how gender permeates marketing decisions, consumer experiences, public policy initiatives, and market practices.
Author: Aileen O'Driscoll Publisher: Springer ISBN: 3319942808 Category : Social Science Languages : en Pages : 221
Book Description
This book presents the first in-depth exploration into the gendered attitudes and worldviews of advertising students. Offering a significant contribution to other cultural sociological works concerning the cultural and creative industries, Learning to Sell Sex(ism) adds further weight to the argument that it is imperative that we look closely at the people who create media texts in order to better account for and challenge sexist media content. In this study, such media creators are the advertising industry’s next generation of practitioners and creatives. Involving a mix of in-depth questionnaires, qualitative surveys, interviews with students, observational data, as well as an examination of the components comprising advertising modules, O’Driscoll documents the dominant gendered discourses articulated by advertising students and offers an opportunity for the advertising educational sector to reflect on how it might play its part in reducing stereotypical and sexist content emanating from the industry. Learning to Sell Sex(ism) will be of interest to students and scholars across a range of disciplines, including media studies, gender studies, sociology, cultural studies and marketing.
Author: Tobias Wolf Publisher: GRIN Verlag ISBN: 3640328043 Category : Languages : en Pages : 53
Book Description
Seminar paper from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B+, BI - Norwegian School of Management (Norwegian School of Management), course: Understanding the Consumer, 12 entries in the bibliography, language: English, abstract: Introduction Consumers decision-making styles are supposed to represent a durable cognitive orientation towards shopping and purchasing that dominates choices. Therefore they should be important to marketers because they are linked to purchase behaviour and sales inseparably (Mitchell and Walsh 2004). Bristor and Fischer (1993) stated, "gender is a social concept referring to psychologically, sociologically, or culturally rooted traits, attitudes, beliefs, and behavioural tendencies. Because gender is a pervasive filter through which individuals experience their social world, consumption activities are fundamentally gendered." When Gender Marketing was developed in the United States 15 years ago, it evolved out of the diversity approach. To realize that men's and women's needs are different and that products are not gender neutral was just a logical consequence out of the practice with differing consumer needs within different ethnical, religious or cultural groups (Flocke 2006). The main goal of gender marketing is to implement differing needs of men and women into the development, distribution, price setting and communication of products and services. Maintainers of this approach consider it as important because of the emerging differences between men and women in their way to articulate consumption desires, making purchase intentions or evaluate products (Flocke 2006). According to Mitchell and Walsh (2004) "males and females want different products and they are likely to have different ways of thinking about obtaining these" (:331). The aim of this paper is to find out how the commitment to a product is increasing by using gender specific advertise
Author: Theo Lieven Publisher: Springer ISBN: 3319602195 Category : Business & Economics Languages : en Pages : 265
Book Description
This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
Author: Mark Tadajewski Publisher: Routledge ISBN: 1317247280 Category : Business & Economics Languages : en Pages : 512
Book Description
The Routledge Companion to Critical Marketing brings together the latest research in Critical Marketing Studies in one authoritative and convenient volume. The world’s leading scholars and rising stars collaborate here to provide a survey of this lively subdiscipline. In doing so they demonstrate how a critical approach yields an enriched understanding of marketing theory and practice, its role in society, and its relationship with consumers themselves. It is the first attempt to capture the state of Critical Marketing research in many years. As such, this seminal work is unmissable for scholars and students of marketing and consumer research as well as those exploring sociology, media studies, anthropology and consumption scholarship more generally.
Author: Lee V. Chalmers Publisher: Praeger ISBN: Category : Business & Economics Languages : en Pages : 216
Book Description
This book explores the ways in which gender informs the definition and organization of management work, with specific attention to marketing. Drawing on original case studies, Chalmers examines how marketing personnel in particular firms appeal to valued and emotionally charged masculine meanings and identifications in their efforts to define the boundaries of their work activity and to establish marketing's managerial credentials against the claims of competing management occupations. By focusing on this interpenetration of masculinity projects and managerial politics, the study breaks new ground, illustrating that gender is a particularly flexible and potent resource for use in the competitive struggles shaping what management is, who manages, and how. Through the use of detailed case studies, the author takes a thorough look at the way marketing departments have emerged within companies and how marketing personnel have tried to carve out a niche for themselves by using gendered discursive techniques. The use of such strategies is aimed at securing a more crucial management role within a company, structuring boundaries and internal divisions of marketing work, shaping how various tasks are consolidated into marketing jobs, and creating distinct realms of masculine and feminine activity. As more and more women enter the field of marketing, they must navigate their way through this gendered terrain where marketers are expected to be assertive and forceful and women are expected to be feminene and supportive. Chalmers carefully traces these management politics and gendering processes in an effort to explain how gender informs the definition and organization of managing work.
Author: Barbara J. Risman Publisher: Springer ISBN: 3319763334 Category : Social Science Languages : en Pages : 559
Book Description
This handbook provides a comprehensive view of the field of the sociology of gender. It presents the most important theories about gender and methods used to study gender, as well as extensive coverage of the latest research on gender in the most important areas of social life, including gendered bodies, sexuality, carework, paid labor, social movements, incarceration, migration, gendered violence, and others. Building from previous publications this handbook includes a vast array of chapters from leading researchers in the sociological study of gender. It synthesizes the diverse field of gender scholarship into a cohesive theoretical framework, gender structure theory, in order to position the specific contributions of each author/chapter as part of a complex and multidimensional gender structure. Through this organization of the handbook, readers do not only gain tremendous insight from each chapter, but they also attain a broader understanding of the way multiple gendered processes are interrelated and mutually constitutive. While the specific focus of the handbook is on gender, the chapters included in the volume also give significant attention to the interrelation of race, class, and other systems of stratification as they intersect and implicate gendered processes.
Author: Nadine T. Fernandez Publisher: State University of New York Press ISBN: 1438486960 Category : Social Science Languages : en Pages : 470
Book Description
Gendered Lives takes a regional approach to examine gender issues from an anthropological perspective with a focus on globalization and intersectionality. Chapters present contributors' ethnographic research, contextualizing their findings within four geographic regions: Latin America, the Caribbean, South Asia, and the Global North. Each regional section begins with an overview of the broader historical, social, and gendered contexts, which situate the regions within larger global linkages. These introductions also feature short project/people profiles that highlight the work of community leaders or non-governmental organizations active in gender-related issues. Each research-based chapter begins with a chapter overview and learning objectives and closes with discussion questions and resources for further exploration. This modular, regional approach allows instructors to select the regions and cases they want to use in their courses. While they can be used separately, the chapters are connected through the book's central themes of globalization and intersectionality. An OER version of this course is freely available thanks to the generous support of SUNY OER Services. Access the book online at https://milneopentextbooks.org/gendered-lives-global-issues/.
Author: Maclaran, Pauline
Author: Maclaran, Pauline
Author: Zeynep Arsel
Author: Susan Dobscha
Author: Aileen O'Driscoll
Author: Tobias Wolf
Author: Theo Lieven
Author: Mark Tadajewski
Author: Lee V. Chalmers
Author: Barbara J. Risman
Author: Nadine T. Fernandez