Marketing from a family business perspective

Anna Blombäck, Justin Craig

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

5 Citations (Scopus)

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 languageEnglish
Title of host publicationThe Sage Handbook of Family Business
EditorsLeif Melin, Mattias Nordqvist, Pramodita Sharma
PublisherSAGE Publications Ltd
Pages423-441
Number of pages19
ISBN (Electronic)9781446247556
ISBN (Print)9780857023636
DOIs
Publication statusPublished - 1 Jan 2014
Externally publishedYes

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