Aesthetic labour and emotional labour are neglected topics within the marketing field, despite their relevance to services marketing, and to date none of this work has found its way into the marketing literature on gender. This is despite the fact that there is a significant and growing body of work that explores the intersections of gender and marketing. Taking this latter literature as a starting point, the article seeks to incorporate the literatures on aesthetic labour and emotional labour into that discussion, as taken together these literatures offer us a fresh opportunity to consider where we are, where we've been, and where we have yet to go in marketing in terms of the 'gender issue'. Above all, the article reintroduces a 'trailblazing' (Bettany et al, 2010) feminist element into discussions of gender in marketing, by raising concerns about the deployment of 'feeling bodies' in key customer service roles. It concludes by arguing that there continues to be a gender dichotomy in marketing, and that sex role typing is alive and thriving in our marketing practices, particularly in service roles. The article calls for greater critical awareness from professional bodies, employers and employees in the marketing field about gender issues in our discourses and practices, and suggests areas for empirical research into this important topic.

Marketing can benefit individuals, consumers, employees, organisations, industries and society at large, as shown in a large body of research already published in the Journal of Marketing Management, which touched upon timely issues such as: food-well-being and sustainability among vulnerable consumers (Batat et al., 2017), child obesity (Shaw Hughner & Kurp Maher, 2006), smoking (Manyiwa & Brennan, 2012) and alcohol use (Gregory-Smith & Manika, 2017), environmentally friendly behaviour in consumption choices (Thøgersen & Zhou, 2012) and organisational settings (Gregory-Smith et al., 2015), and materialism (Shrum et al., 2014) amongst others. However, marketing's reputation hangs on a thread as . . . marketing is like a potent drug with potentially serious side effects, but in reality, there are no main effects and no side effects; these are just convenient labels applied to connote which effects are observed and measured and which effects are ignored. Today, the side effects of marketing-noise pollution, customer irritation, excessive consumption, unhealthy lifestyles tend to overwhelm the intended main effects. (Sheth & Sisodia, 2005