Abstract
[Extract] Regardless of the organizational or industry context, marketing essentially centers on the process of delivering customer satisfaction at a profit without damaging current or future generations’ ability to maintain social, economic, and environmental sustainability. As a distinct discipline in business and academia, marketing was established only in the first half of the twentieth century. Legitimate positioning as a key subject area was secured with the requisite paradigmatic breadth and depth of understanding and application (Jones and Monieson, 1990; Jones and Shaw, 2002). Following the advent of family business as a distinct research destination, recent developments in the area of marketing have specifically considered the context of family-owned businesses.
Original language | English |
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Title of host publication | The Sage Handbook of Family Business |
Editors | Leif Melin, Mattias Nordqvist, Pramodita Sharma |
Publisher | SAGE Publications Ltd |
Pages | 423-441 |
Number of pages | 19 |
ISBN (Electronic) | 9781446247556 |
ISBN (Print) | 9780857023636 |
DOIs | |
Publication status | Published - 1 Jan 2014 |
Externally published | Yes |