This paper examines the early contributions of women to
marketing thought with particular emphasis on marketing's
evolving interest in the consumer. The emergence of market
ing and home economics in the beginning of the present
century provides a background for development of consumer
theory and the relationships between these two disciplines.
In addition, the contributions of women more closely aligned
with mainstream marketing thought in the first half of the
century are described and the significance of the "feminine
perspective" and unique understanding of the consumer is
demonstrated.
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