Marketing and feminism in historic perspective

Purpose This article aims to give a short overview of the relationship between marketing and feminism. Design/methodology/approach The analysis is based on a literature review of key studies contributing to the debates on whether marketing activities exploit or empower women. Findings The findings illustrate the changing nature of feminist attitudes to the role of the market in women's lives. Research limitations/implications As a short overview, this analysis necessarily shortens topics that merit more in‐depth investigation. Originality/value Three waves of feminism are overviewed in relation to feminist attitudes in the marketplace.