In today's world where digitalization is accelerating, gender representations are also going through processes of change and transformation. In the marketing discipline, gender roles continue to have a wide impact from advertising strategies to consumer behavior and are addressed with various theoretical approaches in this context. In addition to traditional marketing practices, the proliferation of digital platforms has revealed new dynamics regarding how gender is represented in marketing processes. Gender-based differences, especially in advertising, pricing policies and consumer perception, are increasingly taking place in academic literature. This work aims to present current discussions and research in this field within a comprehensive framework by focusing on the intersection of marketing and gender.

This book titled “Gender Equality in Marketing: Theoretical Perspectives and Applications” was prepared to contribute to the Turkish literature and to address the relationship between gender and marketing within a theoretical framework. Written by academics who are experts in their fields, this work focuses on current issues such as femvertising, digital marketing, gender representations in advertising and sexist pricing. In addition to the theoretical framework, it is aimed to address the subject from a multi-faceted perspective with advertising reviews, product evaluations and visual analyses. Thus, in addition to contributing to marketing literature, it is aimed to provide a critical perspective on rethinking marketing strategies from a gender perspective.

I would like to thank all the authors who contributed to the preparation of this work and the valuable academics who supported meticulous refereeing process. In addition, I would like to express my sincere gratitude to Turkish Language and Literature teacher Mehmet Akif Obabaşı, who contributed to the linguistic reviews of the chapter texts during my editing process. I hope that our book will be useful in increasing the knowledge in the field of gender and marketing and in guiding studies in this field.