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Published in:
2012 | OriginalPaper | Chapter
Selling Good: The Big Picture of Marketing for Social Enterprises
Author : Wiebke Rasmussen
Published in: Social Entrepreneurship and Social Business
Publisher: Gabler Verlag
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Learning goals
Upon completing this chapter, you should be able to accomplish the following:
Create awareness of the peculiarities of marketing in social enterprises, especially in relation to commercial and non for profit marketing.
Understand a systematic approach to marketing in terms of a concerted marketing conception.
Describe the typical process steps of a marketing conception.
Understand exemplary tasks and challenges connected with the single process steps of a marketing conception.
Recognize that social enterprises need individualized approaches to marketing in view of the specific service or product delivered.