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Handbook of Research on Gender and Marketing.

Handbook of Research on Gender and Marketing. ジェンダーとマーケティング研究ハンドブック

・ISBN 978-1-78811-537-7 hard GB£ 173.00

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著者・編者Dobscha, Susan (ed.),
シリーズResearch Handbooks in Business and Management
出版社(E. Elgar, UK)
出版年月2019
ページ数368 pp.
言語ENG
ニュース番号＜654-808 654-P2573＞

解説

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