Masculine and Feminine

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 10 in Why Marketing to Women Doesn’t Work, 2014, pp 188-196 from Palgrave Macmillan

Abstract: Abstract Research data shows an increased blurring of the boundaries between female and male roles. For example, fathers do more around the house and take on more childcare responsibilities because their partners are more likely to work (Anon, 2007b). As a result, today’s fathers are more “hands on” with their children when compared to their own fathers and grandfathers (Anon, 2007b); the “jobs” fathers do at home now align more with the jobs traditionally reserved for mothers.

Keywords: Female Leader; Feminine Trait; Brand Communication; Beauty Ideal; Female Trait (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35817-2_11

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DOI: 10.1057/9781137358172_11

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