HANDBOOK OF RESEARCH ON GENDER AND MARKETING
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- Author: SUSAN DOBSCHA
- ISBN: 9781788115377
- Availability: In Stock
Buy HANDBOOK OF RESEARCH ON GENDER AND MARKETING | Management Books, New Arrivals
Susan Dobscha and the contributors 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.
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 book also emphasizes 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.