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Social Business Marketing Mix

In: Social Business

Author

Listed:
  • Zarjina T. Khalil

    (North South University)

  • Mehdi Hussain

    (North South University)

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.

Suggested Citation

  • Zarjina T. Khalil & Mehdi Hussain, 2014. "Social Business Marketing Mix," Springer Books, in: Andrea Grove & Gary A. Berg (ed.), Social Business, edition 127, chapter 0, pages 177-198, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-45275-8_11
    DOI: 10.1007/978-3-642-45275-8_11
    as

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