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Marketing from a family business perspective
Jönköping University, Jönköping International Business School, JIBS, Center for Family Enterprise and Ownership.
Bond University, Gold Coast, Australia. (Australian Centre for Family Business)
2013 (English)In: The SAGE handbook of family business / [ed] Leif Melin, Mattias Nordqvist, and Pramodita Sharma, London: Sage Publications, 2013, p. 423-442Chapter in book (Refereed)
Abstract [en]

This chapter adds to the discourse focused on better understanding how the idiosyncrasies of family businesses can be leveraged through marketing. We first present an overview of the essence of contemporary marketing and then review this from a distinctive family business perspective. We evaluate existing literature and relevant family business characteristics to propose how marketing can leverage ‘familiness’. As an output, we distill opportunities for further conceptual and empirical research studies.

Place, publisher, year, edition, pages
London: Sage Publications, 2013. p. 423-442
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Social Sciences
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URN: urn:nbn:se:hj:diva-19505DOI: 10.4135/9781446247556.n21ISBN: 9780857023636 (print)ISBN: 9781446247556 (print)OAI: oai:DiVA.org:hj-19505DiVA, id: diva2:556227
Available from: 2012-09-24 Created: 2012-09-24 Last updated: 2014-12-19Bibliographically approved

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Blombäck, Anna

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