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Bridging the Knowledge Divide: Issues on the Feminisation of Marketing Practice

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Abstract:

This paper discusses the gap in our knowledge concerning the influx of women into the marketing profession in recent years. It shows how the complexities that surround this feminisation are relevant to both marketing practice and discourse. In so doing the authors highlight the importance of feminisation as an issue not only for the women who fill our marketing programmes and do marketing work as practitioners, but also for the profession and the academy more generally.

Document Type: Research Article

DOI: https://doi.org/10.1362/026725700785045958

Publication date: 2000-07-01

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