Marketing from a family business perspective

Anna Blombäck, Justin Craig

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

11 Citations (Scopus)


[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
Number of pages19
ISBN (Electronic)9781446247556
ISBN (Print)9780857023636
Publication statusPublished - 1 Jan 2014
Externally publishedYes


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