GENDER DISCRIMINATION BETWEEN STORY AND REALITY - A MARKETING APPROACH

Enache Elena () and Morozan Cristian
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Enache Elena: "Constantin Brâncoveanu" University from Pitesti, Faculty of Management-Marketing in the Economic Affairs Braila
Morozan Cristian: "Constantin Brâncoveanu" University from Pitesti, Faculty of Management-Marketing in the Economic Affairs Braila

Management Strategies Journal, 2022, vol. 56, issue 2, 176-182

Abstract: In history, we find constant preoccupations which highlight the woman, who has been, is and will be for a long time to come, far from being called equal to the man. We do not intend to follow this subject meticulously, but to come quickly to this day and age, in an attempt to prove that, although a miracle in its own way, women are currently discriminated, not only because they do not have the necessary weapons to defend themselves, but also because the woman allows herself to be discriminated against. It's like she's resigned herself! That is why large companies have adapted their information programs. The advertising style, messages and media transmission, product design, store architecture, sales training and customer support policy are created to be specifically addressed to both sexes

Keywords: gender discrimination; women; men; marketing approach; shopping; merchants (search for similar items in EconPapers)
JEL-codes: J16 M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:brc:journl:v:56:y:2022:i:2:p:176-182

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