IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-02920021.html
   My bibliography  Save this paper

Sexe, genre et marketing, Définition des concepts et analyse de la littérature

Author

Listed:
  • Elisabeth Tissier-Desbordes

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Allan Kimmel

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

Abstract

Après avoir défini la notion de genre et les nombreux termes liés, les auteurs présentent les grands courants de recherche, pouvoir et genre, la répartition des rôles et l'étude des différences hommes-femmes. En marketing, les chercheurs ont souligné les différences de comportement d'achat, liées entre autres à une perception différente des produits ou étudié des cibles spécifiques : les femmes, les hommes ou les homosexuels. Des études sur le genre ont été également développées en communication (publicité, internet) et dans l'analyse du traitement de l'information. La prise en compte du concept de genre permet de développer des stratégies marketing plus précises.

Suggested Citation

  • Elisabeth Tissier-Desbordes & Allan Kimmel, 2002. "Sexe, genre et marketing, Définition des concepts et analyse de la littérature," Post-Print halshs-02920021, HAL.
    • Handle: RePEc:hal:journl:halshs-02920021
    DOI: 10.7193/DM.026.55.69
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alicia Lefrançois & Sophie Changeur, 2021. "Conceptualizing The Transgression Of Gender Norms In Consumption : Multimodal Critical Analysis Of French Hetero-Masculinities’ Representations And Gender Roles [Vers une conceptualisation de la tr," Post-Print hal-03643690, HAL.
    2. repec:dau:papers:123456789/2386 is not listed on IDEAS
    3. Eugénie Briot & Christel de Lassus, 2013. "La figure de l'entrepreneur fondateur dans le récit de marque et la construction de la personnalité de la marque de luxe," Post-Print hal-01128230, HAL.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-02920021. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.