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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1755-750X
- DOI
- 10.1108/17557501211252998
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – This article aims to give a short overview of the relationship between marketing and feminism. Design/methodology/approach – The analysis is based on a literature review of key studies contributing to the debates on whether marketing activities exploit or empower women. Findings – The findings illustrate the changing nature of feminist attitudes to the role of the market in women's lives. Research limitations/implications – As a short overview, this analysis necessarily shortens topics that merit more in‐depth investigation. Originality/value – Three waves of feminism are overviewed in relation to feminist attitudes in the marketplace.
Journal
Journal of Historical Research in Marketing – Emerald Publishing
Published: Aug 3, 2012
Keywords: Department store history; Consumption history; Shopping history; Consumer behaviour; Feminism; Marketing; History