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Marketing Literatur als Impulsgeber für mehr Gender Equality Marketing

Author

Listed:
  • Griese, Kai-Michael
  • Böhmer, Nicole

Abstract

Das Ziel dieses Artikels ist es, Handlungsoptionen für das Marketing Management im Umgang mit dem Thema Gleichstellung aufzuzeigen. Dazu wird auf Basis einer Literaturanalyse (1998-2018) der Begriff der Gleichstellung im Marketing anhand des Sustainable Development Goals (SDG) 5 eingegrenzt und in einer Matrix nach dem Implementierungsgrad dargestellt. Von Gender Equality Marketing wird gesprochen, wenn das SDG 5 durch das Unternehmen unterstützt wird und diese Unterstützung im Rahmen aller Managementebenen gleichzeitig realisiert wird.

Suggested Citation

  • Griese, Kai-Michael & Böhmer, Nicole, 2021. "Marketing Literatur als Impulsgeber für mehr Gender Equality Marketing," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 6(01/2021), pages 83-95.
    • Handle: RePEc:zbw:afmpwm:261161
    DOI: 10.15459/95451.49
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    References listed on IDEAS

    as
    1. Kai-Michael Griese & Kim Werner & Johannes Hogg, 2017. "Avoiding Greenwashing in Event Marketing: An Exploration of Concepts, Literature and Methods," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 7(4), pages 1-15, December.
    2. Bookhagen, Andrea & Seymour, Grit, 2019. "Sustainable-oriented Entrepreneurship: Sozial und ökologisch verantwortliches Handeln als Teil des unternehmerischen Selbstverständnisses," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 112-126.
    Full references (including those not matched with items on IDEAS)

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