The Marketing Plan

Chapter 5 from Managing the Double Bottom Line

This chapter from "Managing the Double Bottom Line" will help you understand the tools and techniques of marketing and apply them to your social enterprise. It guides you through steps to develop your marketing plan by setting objectives and deciding on a strategy for each marketing component.

Marketing is important because it embraces nearly every facet of your social enterprise. Production responds to what market research discovers about customer preferences for quality and packaging, which in turn are factors determining price. Market research also lends itself to new-product development based on what consumers want and identifies promotion techniques to reach new customers. Helpful or friendly marketing staff may inspire customers to buy products or services. Finally, management makes strategic decisions impacting operations based on marketing information about competitors’ prices and positions.

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