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Abstract Buyer-seller relationships have long been of intense interest to marketing academics and practitioners, most particularly within the domain of business-to-business markets, but also more recently within the purview of business-to-consumer markets. This paper looks at the role of gender in buyer-seller relationships. Covering the literature from sales and from consumer behaviour, the general lack of a specific gender perspective in the interactions between buyers and sellers is identified and weaknesses in the current literature are highlighted. It identifies an opportunity to develop and apply feminist research practice to this increasingly important area. The benefits, opportunities, and limitations of the feminist research approach are specified and some initial conclusions presented. Keywords: BUYER-SELLER RELATIONSHIPSGENDERFEMINISMMETHODOLOGYCONSUMER BEHAVIOURRELATIONSHIP MARKETINGSALES
Beetles et al. (Tue,) studied this question.