Marketing and feminism in historic perspective
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.
Keywords
Citation
Maclaran, P. (2012), "Marketing and feminism in historic perspective", Journal of Historical Research in Marketing, Vol. 4 No. 3, pp. 462-469. https://doi.org/10.1108/17557501211252998
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited