TY  - JOUR
AB  - 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.
VL  - 4
IS  - 3
SN  - 1755-750X
DO  - 10.1108/17557501211252998
UR  - https://doi.org/10.1108/17557501211252998
AU  - Maclaran Pauline
PY  - 2012
Y1  - 2012/01/01
TI  - Marketing and feminism in historic perspective
T2  - Journal of Historical Research in Marketing
PB  - Emerald Group Publishing Limited
SP  - 462
EP  - 469
Y2  - 2024/04/26
ER  -