The Routledge Companion to Marketing and Feminism: Editors' Introduction to the Companion

Pauline Maclaran, Lorna Stevens, Olga Kravets

Research output: Chapter or section in a book/report/conference proceedingChapter or section


In the last five years there has been a resurrection of feminist voices in marketing and consumer research. This mirrors a wider public interest in feminism – particularly in the media as well as the academy - with younger women discovering that patriarchal structures and strictures still limit women’s development and life opportunities. The "F" word is back on the agenda - made high profile by campaigns such as #metoo and #timeisup. There is a noticeably renewed interest in feminist scholarship, especially amongst younger scholars and significantly insightful interdisciplinary critiques of this new brand of feminism, including the identification of a neoliberal feminism that urges professional women to achieve a work/family balance on the back of other women’s exploitation.

Consolidating existing scholarship while exploring emerging theories and ideas which will generate further feminist research, this volume will be of interest to researchers, academics and students in marketing and consumption studies, especially those studying or researching the complex inter-relationship of feminism and marketing.
Original languageEnglish
Title of host publicationThe Routledge Companion to Marketing and Feminism
EditorsPauline Maclaran, Lorna Stevens, Olga Kravets
Place of PublicationUK
Number of pages26
ISBN (Electronic)9781003042587
ISBN (Print)9780367477578 h/b, 9780032187563 p/b
Publication statusE-pub ahead of print - 25 Feb 2022


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