Women in the marketing profession: an exploration

Conference item


Foster, Carley, Wheatley, Dan and Brindley, Clare 2014. Women in the marketing profession: an exploration. Wiley.
AuthorsFoster, Carley, Wheatley, Dan and Brindley, Clare
Abstract

Hunt (2002:305) expounded that a key "recurring theme" in marketing is the gap between the academic discipline and those practising it. When this debate is extrapolated to the issue of marketing careers, then a further side of the prism is exposed, namely what is the gap between what the academic discipline promises in terms of careers and the reality that practice offers. Indeed the debate about whether marketing is a profession (Brown et al, 2005; Enright, 2006) further complicates the topic. A useful starting point is Hagberg and Kjellberg (2010:1036) work which calls for "a broader understanding of marketing practice." It is to this "heterogeneity of marketing practitioners" (Hagberg and Kjellberg,2010:1036) that we subscribe to when undertaking our research. Marketing is considered to be a feminised industry yet there is little knowledge about the careers these women have in the profession. Typically research in the field has focused on the planning and implementation of marketing rather than the experiences of those doing the marketing. Drawing on an analysis of the UK Labour Force Survey this paper argues that women working in marketing are younger and more highly qualified than in other sectors but are less likely to be in senior decision-making roles. A proportion of older women in the industry are also self-employed suggesting that marketing talent may be being lost to corporate marketing but not necessarily to the industry. The paper presents a picture of the employment of women in marketing in the UK and discusses reasons for this and also attempts to contextualise these findings in the profession from a European perspective. Suggestions for future research directions are also given.

KeywordsWomen; Marketing
Year2014
JournalGender, Work and Organization 2014, 8th Biennial International Interdisciplinary Conference
PublisherWiley
Web address (URL)http://hdl.handle.net/10545/621299
hdl:10545/621299
Publication dates25 Jun 2014
Publication process dates
Deposited31 Jan 2017, 16:55
ContributorsNottingham Trent University
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From equal opportunities to diversity management
Foster, Carley and Harris, Lynette 2005. From equal opportunities to diversity management. in: Leopold, J (ed.) Prentice Hall.
An exploration of Icelandic marketing entrepreneurs
Armannsdottir, Guja, Brindley, Clare, Foster, Carley and Wheatley, Dan 2014. An exploration of Icelandic marketing entrepreneurs. 2014 Diana International Research Conference. Stockholm, Sweden Jun-14
Skills and knowledge of HR IS project teams: a human capital analysis
Williams, Hazel, Tansley, Carole and Foster, Carley 2008. Skills and knowledge of HR IS project teams: a human capital analysis. Second European Academic Workshop on e-Human Resource Management: e-HRM: Barrier or Trigger for HRM Transformation?. Aix en Provence (Carry le Rouet), France May 31
Comparing approaches to diversity management in the UK and US retail
Foster, Carley 2004. Comparing approaches to diversity management in the UK and US retail. European Retail Digest.
Exploring the relationship between corporate branding, internal branding and employer branding: an empirical study
Punjaisri, K., Cheng, Ranis and Foster, Carley 2010. Exploring the relationship between corporate branding, internal branding and employer branding: an empirical study. Academy of Marketing Brand, Identity and Corporate Reputation SIG: 6th International Conference, Barcelona, Spain, 9-11 April 2010. Barcelona
HRIS project teams skills and knowledge: a human capital analysis
Williams, Hazel, Tansley, Carole and Foster, Carley 2009. HRIS project teams skills and knowledge: a human capital analysis. in: Bondarouk, T (ed.) IGI Global.
Job dissatisfaction among retail employees: a study of three leading UK retailers
Whysall, P., Foster, Carley and Harris, Lynette 2007. Job dissatisfaction among retail employees: a study of three leading UK retailers. 14th EAERCD International Conference, Saarland University, Saarbrücken, Germany, July, 2007. Saarland University, Saarbrücken, Germany
The role of co-creation in corporate branding: the case of a Higher Education Institution
Spry, L., Foster, Carley and Pich, Christopher 2015. The role of co-creation in corporate branding: the case of a Higher Education Institution. Academy of Marketing 10th Global Brand Conference, Finland, April, 2015. Finland
Managing diversity in organisations: easy to talk about but difficult to do
Foster, Carley and Harris, Lynette 2003. Managing diversity in organisations: easy to talk about but difficult to do. 11th IERA (International Employment Relations Association) Annual Conference, University of Greenwich, London, July, 2003. University of Greenwich
Women in marketing: a European exploration
Foster, Carley, Brindley, Clare and Wheatley, Dan 2011. Women in marketing: a European exploration. Academy of Marketing Annual Conference, University of Liverpool, Liverpool, July 2011. Liverpool
Talent management: research on practice
Tansley, Carole, Foster, Carley and Harris, Lynette 2007. Talent management: research on practice. CIPD.
Unethical consumer behaviour in an Islamic society - evidence from Libya
Whysall, P., Foster, Carley and Abdelhadi, A. 2013. Unethical consumer behaviour in an Islamic society - evidence from Libya. Challenges to International Marketing Ethics and Corporate Social Responsibility: an Academic Symposium, Notre Dame London Centre, London, 16 April 2013. London
Talent management: understanding the dimensions change agenda
Tansley, Carole, Harris, Lynette, Stewart, K., Turner, Paul, Foster, Carley and Williams, Hazel 2006. Talent management: understanding the dimensions change agenda. CIPD.
Small, flexible and family friendly working in the UK service sector
Harris, Lynette and Foster, Carley 2005. Small, flexible and family friendly working in the UK service sector. The value of HRM? 4th Dutch HRM Network Conference, University of Twente, Netherlands, November, 2005. University of Twente, Netherlands
Managing diversity and equal opportunities - some practical implications
Foster, Carley and Newell, S. 2002. Managing diversity and equal opportunities - some practical implications. Business and Professional Ethics Journal. 21 (2).
Gendered perceptions of sales staff in DIY retailing
Foster, Carley 2004. Gendered perceptions of sales staff in DIY retailing. Academy of Marketing, University of Gloucestershire, Gloucester, UK, July 2004. University of Gloucestershire