Leap‐frog marketing: the contribution of ecofeminist thought to the world of patriarchal marketing

Abstract

Provides an overview of ecological feminism (ecofeminism) and discusses the implications for marketing. Shows how ecofeminist perspectives demand that we question not only the destruction of the environment but also our fundamental social relations and structures. Illustrates marketing’s contribution to ecopatriarchy with examples from the marketing academy and the advertising world. Concludes by asking marketers to rethink certain basic marketing principles.

Citation

McDonagh, P. and Prothero, A. (1997), "Leap‐frog marketing: the contribution of ecofeminist thought to the world of patriarchal marketing", Marketing Intelligence & Planning, Vol. 15 No. 7, pp. 361-368. https://doi.org/10.1108/02634509710193190