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Developing Gender Equality Marketing Beyond 2025: A Systematic Literature Review

In: The Palgrave Handbook of Corporate Sustainability in the Digital Era

Author

Listed:
  • Nicole Böhmer

    (Osnabrück University of Applied Sciences)

  • Kai Michael Griese

    (Osnabrück University of Applied Sciences)

Abstract

The perpetuation of gender inequality is enmeshed with marketing activities, as shown by decades of marketing research. This article reviews the marketing frame and questions the actual and possible future contributions of marketing to increasing gender equality and consequently increasing societal sustainability. This chapter includes the scholarly discussion of gender-related articles published in high-ranking academic peer-reviewed marketing journals between 1990 and 2018. It includes 1004 articles and follows the SCImago Journal & Country Rank (SJR) to assure the quality of the study. A bibliometric and a content analysis was carried out in a multi-stage approach. By doing so, the current study helps (1) to understand the complex relationship between gender consumption and gender production, (2) to advance the knowledge of gender issues in marketing, and (3) to develop propositions for the development of gender equality marketing beyond 2025.

Suggested Citation

  • Nicole Böhmer & Kai Michael Griese, 2021. "Developing Gender Equality Marketing Beyond 2025: A Systematic Literature Review," Springer Books, in: Seung Ho Park & Maria Alejandra Gonzalez-Perez & Dinorá Eliete Floriani (ed.), The Palgrave Handbook of Corporate Sustainability in the Digital Era, edition 1, chapter 0, pages 715-741, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-42412-1_36
    DOI: 10.1007/978-3-030-42412-1_36
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