MARKETING INSTRUMENTS FOR SOCIAL ENTERPRISE -PARTICULARITIES IN SOUTH EASTERN EUROPE
MARKETING INSTRUMENTS FOR SOCIAL ENTERPRISE -PARTICULARITIES IN SOUTH EASTERN EUROPE

Summary/Abstract: Social enterprise represents a special type of organization. Nevertheless, the greatest challenge for social enterprise is the capacity to ―survive‖, the capacity to adapt to the continuous changing market social needs, the capacity to become visible and attract supporters, as a notion the capacity to be sustainable. The recommended approach in this regard is a marketing approach, by applying specific instruments for a socio-economical profile, making use of good practices in marketing, non profit marketing, public marketing and the most important social marketing. In order to analyze the current level of adopting and integrating marketing instruments by social enterprises, it is necessary to observe the marketing activity within this type of organizations. The sample for analyzing the phenomenon is represented by specific developing organizations and specific experienced organizations, in the region of South Eastern Europe.

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