Marketing in Social Economy and Common Welfare – Advantages and Challenges

Dieter K. Tscheulin, Stephan Olk, Adnan Zogaj and Philipp M. Mähner

Z'GuG Zeitschrift für Gemeinwirtschaft und Gemeinwohl, 2021, vol. 44, issue 1, 146-161

Abstract: Marketing is more than selling people things they do not need; the goal of marketing is to meet stakeholders’ needs through the delivery of suitable products and services. For this purpose, marketing provides a stringent procedure and offers a large toolbox of different techniques. From this perspective, the present article analyzes the applicability of marketing for the social economy and for common welfare by addressing its advantages and challenges. By presenting selected examples of these marketing techniques, the article illustrates the design of the marketing mix for organizations of the social economy and common welfare sector. Ethical aspects of the applicability of marketing are also discussed.

Date: 2021
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DOI: 10.5771/2701-4193-2021-1-146

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Z'GuG Zeitschrift für Gemeinwirtschaft und Gemeinwohl is currently edited by Prof. Dr. Susanne Elsen, Prof. Dr. Markus Gmür, Prof. Dr. Dorothea Greiling, Silke Helfrich, Prof. Dr. Winfried Kluth, Prof. Dr. Remi Maier-Rigaud, Prof. Dr. Ulf Papenfuß, Barbara Sak, Prof. Dr. Christina Schaefer, Prof. Dr. Michaela-Maria Schaffhauser-Linzatti, Prof. Dr. Frank Schulz-Nieswandt and Prof. Dr. Dieter K. Tscheulin

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