Remembering female contributors to marketing theory, thought and practice

Mark Tadajewski · Pauline Maclaran

23 citations0/0 files storedJournal of Historical Research in Marketing

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American History and Culture Gender Diversity and Inequality Media, Gender, and Advertising

Abstract

Purpose This editorial aims to review the contents of the special issue, situating it within appropriate historical context. Design/methodology/approach A close reading of the contents of the special issue is provided. Findings This special issue reveals the important contributions of a number of previously forgotten female pioneers in marketing, advertising and consumer research. Originality/value This introduction adds further historical detail about the structures and biases that have limited the opportunities available to female contributors to marketing theory, thought and practice.

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References

2003Gender Issues in Advertising An oversight synthesis of research: 1970-2002 2010The Consumer as ‘‘Voter,’’ ‘‘Judge,’’ and ‘‘Jury’’: Historical Origins and Political Consequences of a Marketing Myth 1926A Theory of Consumption.2010Pot Noodles, Placements and Peer Regard: Creative Career Trajectories and Communities of Practice in the British Advertising Industry 2012Creating Consumers 1992Consumer Sovereignty, Democracy, and the Marketing Concept: A Macromarketing Perspective 2012Character analysis and racism in marketing theory and practice 2008Feminine Modernity in Interwar Britain and North America: Corsets, Cars, and Cigarettes

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