Gender and marketing: an exploration into perceptions of marketing and marketers from the perspective of male and female undergraduates

Abstract

Purpose of the Paper - Beetles and Harris (2005) suggest that our understanding of marketing might benefit from the application of a gendered perspective (Benko and Pelster, 2013; Stevens, 2012). In response, this paper... [ view full abstract ]

Authors

  1. Guja Armannsdottir (Nottingham Trent University)
  2. Chris Pich (Nottingham Trent University)
  3. Tony Woodall (Nottingham Trent University)

Topic Area

Strategic Marketing Track: Click here for the Strategic Marketing track

Session

PT5-MoHE1 » Marketing of Higher Education (10:00 - Tuesday, 7th July)

Paper

AOM_2015_Armannsdottir__Pich__Woodall__Final_April.pdf

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