Selling Good: The Big Picture of Marketing for Social Enterprises

Abstract

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.