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2014 | OriginalPaper | Chapter

11. Social Business Marketing Mix

Authors : Zarjina T. Khalil, Mehdi Hussain

Published in: Social Business

Publisher: Springer Berlin Heidelberg

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Abstract

The marketing mix is a combination of different elements used to serve a market. This chapter proposes a marketing mix unique to social businesses. Since social businesses are often targeted towards the Bottom of Pyramid (BOP) population with the main objective of solving a social problem, the authors propose a revised marketing mix. The chapter clearly defines a social business and differentiates it from corporate social responsibility (CSR). The elements of product, price, place and promotion are customized and made applicable to those who are affected by a social problem. Three small start-up social business ventures are then described in detail to illustrate how the proposed marketing mix applies to social businesses.

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Title: Social Business Marketing Mix
Authors: Zarjina T. Khalil
Mehdi Hussain
Publisher: Springer Berlin Heidelberg
Book: Social Business
Print ISBN: 978-3-642-45274-1

Electronic ISBN: 978-3-642-45275-8

Copyright Year: 2014
DOI: https://doi.org/10.1007/978-3-642-45275-8_11

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