Gender,Income Differences and Marketing: Examining the "Earnings Gap" in Three Areas of Marketing

Abstract

This research explores empirically a socioeconomicl equity issue that has been extensively investigated in many areas, but never marketing—the so-called "earnings gap." Specifically, the study investigates income differences be tween men and women in marketing, while controlling for differences in business experience, level of education, cor porate level, type of industry, and size of firm. The research focuses on three areas in marketing: (1) marketing manage ment, (2) marketing research, and (3) advertising agency management. Findings indicate that there is an "earnings gap" for marketers. Importantly, however, the data show that a substantial portion of the gap can be explained by variables other than sex.