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.