Handbook of research on gender and marketing

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Title:

Author:

Dobscha, Susan, editor.

ISBN:

9781788115377

Physical Description:

xii, 328 pages ; 25 cm

Contents:

Front matter; Copyright; Contents; Contributors; Introduction to the Handbook of Research on Gender and Marketing; 1. Gendered advertising: content, effectiveness and effects -- psychological perspective; 2. Video gaming as a gendered pursuit; 3. Gender East and West: transnational gender theory and global marketing research; 4. Gender and sexed bodies: embodiment, corporeality, physical mastery and the gaze; 5. The hashtaggable body: negotiating gender performance in social media; 6. Patriarchal myths debunked: applying a dialectic of extremes to women's erotic consumption

7. Critical consumers: discourses of women, sexuality, and objectification8. The TCR perspective of gender: moving from critical theory to an activism-praxis orientation; 9. No more mister mom: masculinity and consumption; 10. Thinking through feminist theorising: poststructuralist feminism, ecofeminism and intersectionality; 11. Rethinking feminist waves; 12. Towards (and beyond) LGBTQ+ studies in marketing and consumer research; 13. Gender and intersectionality in political marketing; Index

Abstract:

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.

Subject Term:

Marketing -- Sex differences.

Consumer behavior.

Added Author:

Dobscha, Susan,

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGBDX	1:REC-BOOK	000116256	658.8 DOB	1	Searching... Unknown
Searching... 1:VGCT	1:REC-BOOK	000036540	658.8 DOB	1	Searching... Unknown
Searching... 1:VGDBN	1:REC-BOOK	000141002	658.8 DOB	1	Searching... Unknown
Searching... 1:VGPTA	1:REC-BOOK	000160246	658.8 DOB	1	Searching... Unknown

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Summary

This Handbook's main objective is to provide a roadmap through the complicated terrain of gender as it pertains to marketing and consumer behavior. The author also highlights that the study of gender is not restricted to certain theories, methods, or approaches. The unifying conclusion is that the study of gender is an important topic that has not received the attention it deserves within the marketing discipline; and attention to gender is crucial now more than ever.

This book will give marketing scholars the guidance they need to incorporate the topic of gender into their research by highlighting the current conversations that are taking place in the field of marketing, and more importantly by illuminating the gap in which more scholarship is necessary to increase our understanding of gender complexities.

Contributors include: J. Brace-Govan, J. Coffin, C. Coleman, S. Dobscha, J. Drenten, S. Dunnett, C.A. Eichert, S. Ferguson, L. Gurrieri, R.L. Harrison, W. Hein, G.H. Knudsen, J. Littlefield, P. Maclaran, A.-I. Nolke, S. O'Donohoe, J. Ostberg, N.J. Pendarvis, A.S. Rome, M. Sanghvi, K.C. Sredl, L. Steinfield, L. Stevens, L. Walther, M. Zawisza, L.T. Zayer