Defining the terrain for responsible management education: gender, gender equality and the case of marketing

Hein, Wendy (2015) Defining the terrain for responsible management education: gender, gender equality and the case of marketing. In: Flynn, P.M. and Haynes, K. and Kilgour, M.A. (eds.) Integrating Gender Equality into Business and Management Education. Sheffield, UK: Greenleaf Publishing, pp. 98-121. ISBN 9781783532254.

Abstract

Despite the existence of significant links between gender, marketing and consumer research, and despite a wide-spread recognition of women’s complex relationship with marketing and markets, the concept of gender equality has been widely neglected in this subject discipline. This chapter seeks to provide some understanding of what gender equality may mean through an exploration of various marketing practices, studies and teaching. It begins with a brief overview of marketing’s disciplinary developments, followed by explorations of feminist influences in this development. The difficulty of finding appropriate definitions for gender equality in marketing leads to a discussion of how marketing institutions and practices contribute to persistently unequal gender relations. The chapter concludes by offering suggestions for how to address these inequalities, with a particular focus on agents of change, specifically within marketing teaching. Despite a growing momentum of gender equality awareness in marketing practice, teaching and scholarship, we need to realize the challenges that remain in achieving real change for women and men across the developed and developing world.

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