Marketing Planning in a Social Enterprise A Conceptual Approach

Abstract

Compares the marketing functions of social enterprises with that of private enterprise, and discusses the management problems involved in the selection and implementation of a social enterprise strategy. Purports that the marketing function in a social enterprise, as in other types of enterprise, is concerned with decisions relating to the level, composition, and distribution of the output. Recognises that marketing mix decisions – e.g. product, price, place, and promotional decision – provide one specific way of determining the output enterprise. Concludes that the marketing planning problem, in a social enterprise, is a complex one, and success depends on the twin elements of operating flexibility and consumer participation.

Citation

Dholakia, N. and Dholakia, R.R. (1975), "Marketing Planning in a Social Enterprise A Conceptual Approach", European Journal of Marketing, Vol. 9 No. 3, pp. 250-258. https://doi.org/10.1108/EUM0000000005072