EIRP Proceedings, Vol 8 (2013)

Abstract

A challenging approach for social enterprise is considered the marketing approach.

The profile of social enterprise raises the question whether or not this type of organization can comply with social marketing peculiarity. The reason for making this question is that a proper definition of marketing for social enterprises is needed for both managerial and marketing functions of the (social) organizations.

Thus, starting from a previous research of defining social enterprise, the aim of the paper is to adopt a theoretical position for connecting social enterprise to the social marketing peculiarity.

The research is based on literature analysis and comparing the social marketing definitions, fitting to social enterprise’s profile.