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2014 | OriginalPaper | Buchkapitel

11. Social Business Marketing Mix

verfasst von : Zarjina T. Khalil, Mehdi Hussain

Erschienen in: Social Business

Verlag: 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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Vorheriges Kapitel Social Business Planning: Management and Financial Issues

Nächstes Kapitel Social Business and Poverty Alleviation: Lessons from Grameen Danone and Grameen Veolia

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Titel: Social Business Marketing Mix
verfasst von: Zarjina T. Khalil
Mehdi Hussain
Verlag: Springer Berlin Heidelberg
Buch: Social Business
Print ISBN: 978-3-642-45274-1

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

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

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