Marketing from a family business perspective

[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.