Por favor, use este identificador para citar o enlazar este ítem:
http://hdl.handle.net/10201/125763
Twittear
Título: | “Gender& finanzialization of Spanish Retail Banks (1949-1970)”. |
Materias relacionadas: | financialization women finances marketing Spanish retail bank |
Palabras clave: | finanzialization women Spanish retail banks finances marketing |
Resumen: | This article analyses a previously unexplored register of Spanish banks' marketing material to document the changing access of large numbers of women to the retail banking sector. In 1949 the Franco's dictatorship deployed a Censorship Bureau to control and supervise all retail bank marketing. Initially, this office was part of the Finance Ministry but in 1962 its competences were relocated to the central bank. Examination of the surviving printed material allows us to map a shift in banks' strategies towards large-scale consumer banking and, indeed, the beginning of a new period that some have labelled ‘financialization’ and the extent to which it precedes or follows that of ‘bankarization’. We identify three 'events' or moments in this shift, in which women appear first as figureheads, second, the first steps to attract women as customers, and third, the direct recruitment of female customers. This work contributes to the history of marketing and the business history of banking, but also sheds light on the less explored beginnings of the financialization of everyday life. |
Autor/es principal/es: | MARTÍNEZ RODRÍGUEZ, SUSANA |
Autor/es secundario/s: | BÁTIZ-LAZO, BERNARDO |
Facultad/Departamentos/Servicios: | ECONOMIA APLICADA |
Forma parte de: | II Iberian Workshop of Business History//II Seminario Ibérico de Historia de empresas |
URI: | http://hdl.handle.net/10201/125763 |
Tipo de documento: | info:eu-repo/semantics/lecture |
Número páginas / Extensión: | 48 |
Derechos: | info:eu-repo/semantics/openAccess Attribution-NonCommercial-NoDerivatives 4.0 Internacional |
Matería temporal: | XX |
Matería geográfica: | finanzialization history of marketing consumption |
Soporte de la fotografía: | Los fondos documentales fotográficos han sido cedidos por el Archivo Histórico del Banco de España, BBVA Archivo Histórico y Archivo Histórico Banco Santander. |
Aparece en las colecciones: | Ponencias y comunicaciones |
Ficheros en este ítem:
Fichero | Descripción | Tamaño | Formato | |
---|---|---|---|---|
SEVILLA_NOV2022.pdf | 10,49 MB | Adobe PDF | Visualizar/Abrir |
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons