Marketing Management Inside the Business Family

Abstract

This chapter shows the forms of relationship between the family business (FB) and its customers, through marketing and branding management. By reviewing literature, authors address three concepts: marketing and branding to generate value, the strategic and operational phase within business management, and consumer behavior along with the performance of the Company based on the rational or emotional. With these elements and through an exploratory theoretical method, authors present in a first phase the SOFT model as a starting point for understanding the decision making within the FB. Subsequently, the chapter defines that the client's decisions exposed to the marketing and branding actions are given through his triune brain, in which there are intellectual, limbic, and reptilian decisions. Authors propose through these two perspectives the relational concept between FB and client that they have called MindKeting as an exploratory proposal that helps to understand the types of decisions and actions that must be taken at the time of marketing management and brand of FB.