Abstract
The demographic profile of the American female has changed significantly since the beginning of the twentieth century. Much of that change developed during the 1970's and is an on-going process in the 1980's. The modern American woman enjoys increased stature in her roles in both the home and the work place.
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Reynolds, Fred D.; Crask, Meivin R.; and Wells, William D. "The Modern Feminine Life Style." Journal of Marketing 41 (July 1977).
McCall, Suzanne H. "Meet the ‘Workwife’." Journal of Marketing 41 (July 1977): 55–65.
Lundstrom, William J. and Sciglimpaglia, Donald. "Sex Portrayals in Advertising." Journal of Marketing 41 (July 1977): 72–79.
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Hynes, C.V., Obinger, C. (2015). The Changing American Woman - Some Thoughts for Marketers. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_96
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DOI: https://doi.org/10.1007/978-3-319-10966-4_96
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