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Marketing and Feminism

Part 3. Consumer Behavior

  1. Elizabeth C. Hirschman

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03020

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Hirschman, E. C. 2010. Marketing and Feminism. Wiley International Encyclopedia of Marketing.

Author Information

  1. Rutgers University, New Brunswick, NJ, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article summarizes the research on feminism conducted by marketing scholars over the past two decades. Early work focused upon the use of feminist theory to understand marketing phenomena and feminist readings of marketing communications. Later work has broadened the perspective to include the global economic and social position of women, ecology, and social justice.

Keywords:

  • gender;
  • environmentalism;
  • economic progress;
  • women's health care