Social Business Marketing Mix

Zarjina T. Khalil () and Mehdi Hussain
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Zarjina T. Khalil: North South University
Mehdi Hussain: North South University

Chapter Chapter 11 in Social Business, 2014, pp 177-198 from Springer

Abstract: 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.

Keywords: Business Model; Poor People; Safe Drinking Water; Refugee Camp; Target Market (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-45275-8_11

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DOI: 10.1007/978-3-642-45275-8_11

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