Marketing planning in a social enterprises: a conceptual approach

Abstract

All the consumption needs of one-third of the world's consumers are satisfied by social enterprises. Some of the consumption needs of the rest of the two-thirds of the world's consumers are satisfied by social enterprises. In most countries, consumers obtain transportation services, postal services, health and recreation services from one or another type of social enterprise. Also, many industrial raw materials and capital goods are produced and marketed by social enterprises. The problem of identifying and managing the marketing function of social enterprises is of great significance, both from practical and theoretical standpoints. On the practical side, such an exercise generates ideas and techniques of marketing planning useful for social enterprise managers. On the theoretical side, such an exercise forces one to search for the truly universal principles of marketing—principles which have applicability across widely varied contents.