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. 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 author also highlights 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. Contributors
include: J. Brace-Govan, J. Coffin, C. Coleman, S. Dobscha, J.
Drenten, S. Dunnett, C.A. Eichert, S. Ferguson, L. Gurrieri, R.L.
Harrison, W. Hein, G.H. Knudsen, J. Littlefield, P. Maclaran, A.-I.
Nolke, S. O'Donohoe, J. Ostberg, N.J. Pendarvis, A.S. Rome, M.
Sanghvi, K.C. Sredl, L. Steinfield, L. Stevens, L. Walther, M.
Zawisza, L.T. Zayer
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