The Gendering of Marketing Activities: An Example from the Computer Industry

  • Lee Chalmers
Part of the Explorations in Sociology book series (EIS)


In this paper, I draw on interviews with the marketing department personnel in a computer systems organisation to explore two issues: First, how gender is entering into the construction of marketing work at the firm level as marketing personnel seek to carve out a distinguished position for themselves in the corporate hierarchy; and, second, what implications these processes hold for the marketing work that women and men do. More generally, I address the debate concerning how gender impacts on work organisation and practice.


Business Management Gender Relation Hegemonic Masculinity Computer Industry Marketing Department 
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Copyright information

© British Sociological Association 1996

Authors and Affiliations

  • Lee Chalmers

There are no affiliations available

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