{"title":"Strategic Marketing for Social Enterprises","authors":"D. Ellis, E. Derera","doi":"10.4018/978-1-5225-7859-8.CH001","DOIUrl":"https://doi.org/10.4018/978-1-5225-7859-8.CH001","url":null,"abstract":"The purpose of this introductory chapter is to define and describe the two primary domains of this book and present an analysis of the literature at the nexus of these domains. The aim is to determine from literature, how strategic marketing can, and has been found to be, relevant in social enterprises. The analysis finds strong support for the value of strategic marketing in social enterprises and presents evidence of research proving this value. Recommendations are thus provided to social entrepreneurs and managers of social enterprises on the key elements of strategic marketing that should be applied in their organizations. The chapter provides a foundation for the complimentary Chapter 8, which looks for evidence of strategic marketing in three South African social enterprises. It also provides a strong platform from which other chapters in the book present research on specific elements of strategic marketing in a variety of social enterprise contexts.","PeriodicalId":151851,"journal":{"name":"Strategic Marketing for Social Enterprises in Developing Nations","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117271058","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Social Enterprise Digital Marketing","authors":"Langelihle Khayalethu Nxumalo, Nigel Chiweshe","doi":"10.4018/978-1-5225-7859-8.CH005","DOIUrl":"https://doi.org/10.4018/978-1-5225-7859-8.CH005","url":null,"abstract":"A social enterprise needs to determine about how social media fits into the digital architecture of the enterprise and how social media transforms the social enterprise. Through effective use of social media, companies have captured substantial efficiencies in customer care with reductions in handling time and cost per case of more than 30%. Enterprises have been able to increase their participation in collaboration by more than 200% and increased revenue by more than 100% through social business strategy implementation. These enterprises have been able to attain this by building and implementing a digital social collaboration platform in less than three months.","PeriodicalId":151851,"journal":{"name":"Strategic Marketing for Social Enterprises in Developing Nations","volume":"214 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114997880","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}