This study examines the relationship between gender and marketing science from a theoretical perspective and analyses the interaction between marketing strategies and gender in a comprehensive manner. It provides a framework for understanding the historical development of the relationship between gender and marketing and current trends. The study first addresses the theoretical foundations of the concept of gender and discusses the impact of feminist theory on consumer behaviour. In this framework, the links between gender identity, gender roles and consumer decision-making processes are elaborated. In addition, how gender is used in marketing strategies, how brand perception is shaped by gender and its effects on consumer preferences are discussed. Research shows how gendered marketing strategies shape consumer perceptions and how modern marketing is moving away from these stereotypes. It also addresses inclusive marketing strategies and discusses the effects of gender-responsive marketing on brands. Global marketing trends are evaluated in the context of sustainable and ethical marketing practices. With the increasing ethical sensitivity of consumers, the impact of gender equality-oriented marketing practices on brand loyalty is also investigated. This study examines how marketing strategies can be more inclusive and sustainable by exploring the relationship between gender and consumer behaviour. Addressing both academia and industry, this research aims to provide a comprehensive perspective on gender-oriented marketing approaches. In this way, it is expected to make a significant contribution both theoretically and practically.