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Selling Good: The Big Picture of Marketing for Social Enterprises

  • Wiebke Rasmussen
Chapter

Zusammenfassung

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.

Keywords

Marketing Strategy Social Enterprise Social Entrepreneurship Nonprofit Sector Social Entrepreneur 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Further Reading

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    Andreasen, A.R. and Kotler, P. (2008), Social Marketing for Non Profit Organisations, 7th ed., Pearson Prentice Hall, Harlow.Google Scholar
  2. [2]
    Liao, M., Foreman, S. and Sargeant, A. (2001), “Market versus Societal Orientation in the Nonprofit Context”, in International Journal of Nonprofit and Voluntary Sector Marketing, vol. 6, pp. 254–269.CrossRefGoogle Scholar
  3. [3]
    Self, D.R., Wymer, W.W. and Henley, T.K. (2002), Marketing communications for local nonprofit organizations: targets and tools, Routledge, Binghamton.Google Scholar
  4. [4]
    Varadarajan, R. (2010), “Marketing strategy: discerning the relative influence of product and firm characteristics” in Academy of Marketing Science Review, no. 1, pp. 32–43.Google Scholar

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Wiebke Rasmussen
    • 1
  1. 1.Marketing DepartmentRuhr-University of BochumBochumGermany

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