Handbook of Research on Gender and Marketing

Front Cover
Edward Elgar Publishing, 2019 - Consumer behavior - 352 pages

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.

 

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Contents

Introduction to the Handbook of Research on Gender and Marketing
1
content effectiveness and effects psychological perspective
8
2 Video gaming as a gendered pursuit
28
transnational gender theory and global marketing research
45
embodiment corporeality physical mastery and the gaze
63
negotiating gender performance in social media
101
applying a dialectic of extremes to womens erotic consumption
117
discourses of women sexuality and objectification
168
moving from critical theory to an activismpraxis orientation
186
masculinity and consumption
211
poststructuralist feminism ecofeminism and intersectionality
229
11 Rethinking feminist waves
252
12 Towards and beyond LGBTQ+ studies in marketing and consumer research
273
13 Gender and intersectionality in political marketing
294
Index
315
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