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Book cover of Marketing Masculinities: Gender and Management Politics in Marketing Work, Vol. 57

Marketing Masculinities: Gender and Management Politics in Marketing Work, Vol. 57

by Lee V. Chalmers

Publisher: Greenwood Publishing Group, Incorporated
Pages: 208
Hardcover
ISBN: 9780313316036






Available to Buy

Overview of Marketing Masculinities: Gender and Management Politics in Marketing Work, Vol. 57

This book explores the ways in which gender informs the definition and organization of management work, with specific attention to marketing. Drawing on original case studies, Chalmers examines how marketing personnel in particular firms appeal to valued and emotionally charged masculine meanings and identifications in their efforts to define the boundaries of their work activity and to establish marketing's managerial credentials against the claims of competing management occupations. By focusing on this interpenetration of masculinity projects and managerial politics, the study breaks new ground, illustrating that gender is a particularly flexible and potent resource for use in the competitive struggles shaping what management is, who manages, and how.

Through the use of detailed case studies, the author takes a thorough look at the way marketing departments have emerged within companies and how marketing personnel have tried to carve out a niche for themselves by using gendered discursive techniques. The use of such strategies is aimed at securing a more crucial management role within a company, structuring boundaries and internal divisions of marketing work, shaping how various tasks are consolidated into marketing jobs, and creating distinct realms of masculine and feminine activity. As more and more women enter the field of marketing, they must navigate their way through this gendered terrain where marketers are expected to be assertive and forceful and women are expected to be feminene and supportive. Chalmers carefully traces these management politics and gendering processes in an effort to explain how gender informs the definition and organization of managing work.

Synopsis of Marketing Masculinities: Gender and Management Politics in Marketing Work, Vol. 57

Addresses and examines the issue of gender segregation in management work with special attention to marketing work.

Booknews

"How does gender, in conjunction with other forms of division, enter into the construction of management work and with what implications for the managerial work that women and men respectively do?" This study seeks to answer that question, drawing on interviews with all marketing department members in three firms in southeast England, conducted during 1991-92, and with four marketing educators and three women employed in middle- and senior-level marketing occupations. The three firms represent the product areas of computer systems, ventilation equipment, and personal insurance. Part I highlights how gender has been involved in struggles that have shaped the definition of management activity. Part II presents case study analyses. Chalmers teaches sociology at the University of New Brunswick, Canada. Annotation c. Book News, Inc., Portland, OR (booknews.com)

About the Author, Lee V. Chalmers

LEE V.CHALMERS teaches sociology within the Department of Social Sciences at the University of New Brunswick in Saint John, Canada. Her current research interests include gendering processes in work organizations and the gendered nature of management curricula.

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Booknews

"How does gender, in conjunction with other forms of division, enter into the construction of management work and with what implications for the managerial work that women and men respectively do?" This study seeks to answer that question, drawing on interviews with all marketing department members in three firms in southeast England, conducted during 1991-92, and with four marketing educators and three women employed in middle- and senior-level marketing occupations. The three firms represent the product areas of computer systems, ventilation equipment, and personal insurance. Part I highlights how gender has been involved in struggles that have shaped the definition of management activity. Part II presents case study analyses. Chalmers teaches sociology at the University of New Brunswick, Canada. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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