Social Enterprise Marketing Communication

2019 ◽  
pp. 53-74
Author(s):  
Nonkululeko Bhengu ◽  
Nigel Chiweshe
Keyword(s):  
Public Relations ◽  
Social Enterprise ◽  
Social Enterprises ◽  
Marketing Communication ◽  
Communication Tools ◽  
Marketing Activities ◽  
The Way

The purpose of this chapter is to examine marketing communication tools used by Pietermaritzburg social enterprises to reach their stakeholders. In discussing the marketing activities used by social enterprises it focuses on the use of marketing communication tools of social enterprises in terms of attracting potential stakeholders. For many social enterprises, the use of marketing may be limited to the products and services they offer, the way they approach fundraising and public relations, and how they develop the way they communicate to raise awareness of and change attitudes to various problems. Social enterprises do not have a larger view of using marketing to influence behaviors that benefit individuals and communities.

Comparative Analysis of Marketing Communication Tools Adopted by Telecommunication Service Firms

2016 ◽  
pp. 76-95
Author(s):  
Kavaldeep Dixit ◽  
Neha Jain
Keyword(s):  
Public Relations ◽  
Personal Selling ◽  
Sales Promotion ◽  
Telecommunication Service ◽  
Service Firms ◽  
Marketing Communication ◽  
Sources Of Information ◽  
Communication Tools ◽  
Strategic Issues ◽  
Cellular Telephony

The increase in number of players in cellular telephony has raised the expectation level of customers compelling firms to devise strategies to gain competitive edge. Thus, the main objective of this research is to comparatively study employees and customer's awareness regarding marketing communication tools adopted by Bharti Airtel and Idea Cellular in eastern Rajasthan. In the present study communication tools pertaining to advertising, sales-promotion, personal selling, direct marketing, events and public relations have been considered and analyzed. The present research will also attempt to explore the sources of information referred to by customers while opting for telecommunication services. The study will involve a sample of 250 existent customers and 25 employees for Bharti Airtel and Idea Cellular respectively and the methodology employed will be structured questionnaire for customers and employees separately with reference to eastern Rajasthan. By identifying the strategic issues that affect customer decisions the present research will contribute to the understanding of the influence of communication tools on customers. It would also enable marketing managers to identify impact of these dimensions and to concentrate firm's efforts on those factors which enhance customer awareness. It is an exploratory study.

scholarly journals Marketing Communication of South Kalimantan Shari'ah Bank branch of Kayutangi In Attracting Customers' Interests

At-Taradhi ◽  
2020 ◽  
Vol 11 (1) ◽  
pp. 35
Author(s):  
Putri Ayu Hidayatur rafiqoh
Keyword(s):  
Public Relations ◽  
Communication Skills ◽  
Personal Selling ◽  
Marketing Communication ◽  
Islamic Banks ◽  
Marketing Activity ◽  
Sales Promotions ◽  
Banking Competition ◽  
Marketing Activities ◽  
Conventional Banks

Marketing communication is a marketing activity that aims to inform about a product or service offered by a persuasive company to prospective buyers or consumers. Banking competition that is enlivened by conventional banks and Islamic banks makes consumers have many choices to invest. Marketing communication is needed because with marketing communication, it is expected that there are three changes (knowledge, attitude, and desired action). The South Kalimantan Shari'ah Bank Kayutangi conducts sales promotions by conducting field outreach to various agencies , Personal selling by visiting prospective customers directly to their place, Public relations by participating in various events, and Advertising by distributing brochures & calendars. And then, class/training related to communication skills need to be followed by marketers to improve their ability to carry out marketing activities. And the last, supporting facilities also needed in order to optimize the performance of marketing communications.

NEWEST TOOLS OF MARKETING COMMUNICATIONS

2017 ◽  
Author(s):  
Bohdana Tsurska ◽  
◽  
Svitlana Bukhta ◽  
Keyword(s):  
Communication Strategy ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Competitive Advantages ◽  
Communication Tools ◽  
Advertising Budget ◽  
Potential Contact ◽  
Marketing Activities ◽  
Fierce Competition ◽  
High Level

The urgency of the work is due to the growth of fierce competition in the competitive environment among enterprises in various fields of business. The use of exclusively traditional elements of marketing communications in the Ukrainian market does not give the desired result to enterprises due to the changing demands of consumers in the XXI century. To ensure a high level of competitiveness in the market, companies must provide their marketing appeals to any place where potential contact of potential consumers with the brand of this company. Leading companies and organizations to cover target markets and provide competitive advantages in their own marketing activities are engaged in the introduction of modern technologies and achievements. Increased attention is paid to the restructuring of the advertising budget, engaged in the development of the latest marketing activities as a result come to the need to use innovative approaches to the implementation of marketing communication tools. The need to provide multilateral communication between different subjects of marketing communications has led to the use of marketing communication tools in a comprehensive combination. The article considers the basic and synthetic means of marketing communications. The description of the newest tools of marketing communications of soft and hard influence on the consumer is described. The relationship between traditional and non-traditional newest marketing tools is determined and the possibility of integrated application of elements of marketing communications in the modern market environment is described, which is defined as the purpose of the article. In the future, the results of this study can be used in the theory of integrated newest marketing communications in order to develop measures to improve the effectiveness of communication advertising campaigns, in the development of media plans and marketing budgeting. The proposed approach to differentiating non-traditional types of marketing communications can be used as a theoretical basis for choosing a communication strategy.

scholarly journals Marketing Scottish social enterprises using a label?

2019 ◽  
Vol 15 (3) ◽  
pp. 339-357
Author(s):  
Indiana Bonar ◽  
Paula Sonja Karlsson
Keyword(s):  
Social Enterprise ◽  
Social Enterprises ◽  
Successful Implementation ◽  
Structured Interviews ◽  
Online Questionnaire ◽  
Consumer Awareness ◽  
Content Type ◽  
Marketing Activities ◽  
Marketing Tool ◽  
The Impact

Purpose Social enterprises are competitive businesses in the marketplace, yet insubstantial research has investigated how they market their businesses. This paper aims to investigate the impact a social enterprise label – “Buy the Good Stuff” – used in Edinburgh has had on consumer awareness and explore whether a possible national label could be used as a marketing tool by social enterprises in Scotland. Design/methodology/approach The study uses a mixed-methods approach, consisting of an online questionnaire with 100 participants and seven semi-structured interviews with representatives of social enterprises involved in the marketing campaign in Edinburgh and representatives of social enterprises who were not involved in the campaign. Findings Findings indicate that the label used in Edinburgh has had little impact on increasing consumer awareness of social enterprises. However, a national label has the potential to help social enterprises increase consumer awareness. Yet, successful implementation requires thorough design of the label and broad support for its promotion. Practical implications The paper offers insights into the implementation of a national label. Managers of social enterprises and social enterprise networks should consider the findings when adopting marketing activities. Originality/value Findings contribute to the sparse literature regarding marketing activities of social enterprises. The paper provides evidence that the broader social enterprise sector and its representatives in Scotland should re-evaluate their position on the introduction of a national label, given that one priority identified for the sector is to create and promote a social enterprise brand which the SE code is not focussed on.

Marketing and social enterprises: implications for social marketing

2015 ◽  
Vol 5 (4) ◽  
pp. 285-306 ◽  
Author(s):  
Alex Mitchell ◽  
Judith Madill ◽  
Samia Chreim
Keyword(s):  
Social Change ◽  
Social Marketing ◽  
Social Enterprise ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Content Type ◽  
Institutional Legitimacy ◽  
The Social ◽  
Institutional Influences ◽  
Marketing Activities

Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content. Findings – Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. Research limitations/implications – This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities. Practical implications – This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises. Social implications – Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change. Originality/value – This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.

scholarly journals KOMUNIKASI PEMASARAN USAHA KULINER DI KOTA PEKANBARU

2019 ◽  
Vol 2 (2) ◽  
pp. 291
Author(s):  
Oktri Permata Lani ◽  
Ilham Havifi
Keyword(s):  
New Media ◽  
Public Relations ◽  
Brand Equity ◽  
Rapid Development ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Marketing Activities ◽  
The City ◽  
Business Sectors

The city of Pekanbaru is a strategic area where the population is increasing and becoming a metropolitan city. The rapid development of Pekanbaru City is also reflected in the rapid growth of businesses in various places, with various business sectors. One of the most prominent efforts is the business in the culinary field. Almost in every corner of the culinary business available in the city of Pekanbaru with a variety of culinary choices. The great desire of culinary entrepreneurs in the city of Pekanbaru in carrying out their business, maintaining, developing to become bigger and then reaching the peak. In this case, three culinary ventures in Pekanbaru, namely Martabak Djoeragan, Mini Chef and Waroenk Baper, require marketing communication in the introduction of their culinary business to the community, not only as an introduction but also to maintain the existence of their business. This study uses quality methods. The results of this study indicate that the clinical marketing communication of the clinicians in Pekanbaru Kta through advertising activities, sales promotion activities, public relations and public relations activities, personal sales activities, direct marketing activities, event activities and experiences. Besides marketing communication is also associated with brand equity, which is seen from brand awareness and response to the brand. The use of New Media is very important in maintaining, introducing, and developing its business.

5. Promotions (marketing communications) and social media

2021 ◽  
pp. 63-79
Author(s):  
Kenneth Le Meunier-FitzHugh
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Communication Tools ◽  
Brand Values ◽  
Potential Customers

This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising, sales promotions, public relations, direct marketing (on- or offline), sponsorship, and personal selling. Today, communication activities are being totally reinvented by the growth of social media and digital marketing. Indeed, the development of different types of social media has created opportunities to develop digital marketing that has an immediacy of interaction and increased intimacy with potential customers.

Social enterprise dualities: implications for social marketing

2016 ◽  
Vol 6 (2) ◽  
pp. 169-192 ◽  
Author(s):  
Alex Mitchell ◽  
Judith Madill ◽  
Samia Chreim
Keyword(s):  
Social Marketing ◽  
Social Enterprise ◽  
Environmental Influences ◽  
Social Enterprises ◽  
Strategic Marketing ◽  
Primary Data ◽  
Content Type ◽  
The Social ◽  
Depth Analysis ◽  
Marketing Activities

Purpose The purpose of this paper is to understand the tensions that marketing practitioners in social enterprises experience, and to explore how these tensions impact the development and implementation of marketing activities. Design/methodology/approach Using an approach informed by grounded theory, this paper reports on an investigation of the tensions facing 15 social enterprises. The primary data comprises semi-structured interviews with senior marketing decision-makers, supplemented with archival sources. Findings The analysis shows tensions and dualities inform the social and commercial strategic marketing activities of the social enterprises. These tensions and dualities are linked to how the organization obtains financial resources, the nature of the organization’s growth, working with myriad stakeholders and competitive versus cooperative pressures. A model outlining the dualities and their links to marketing activities is developed. Research limitations/implications The study provides an in-depth analysis of a small, regional sample of Canadian social enterprises. The study serves as a foundation for future research aimed at elaborating the model we propose. Practical implications The findings point to tensions and dualities that play an important role in enabling and restricting the development and implementation of strategic marketing activities in social enterprises. Understanding the nature of these dualities is crucial for social enterprise managers and social marketers as they develop strategic activities. Social implications Social enterprises engage in activities that offer substantial social benefits, yet the development of marketing activities in these organizations requires confronting tensions that must be carefully managed. Originality/value This paper highlights how dualities facing marketing practitioners in social enterprises influence the development of both social and for-profit marketing activities. The paper offers a model of these dualities. The findings help to extend our understanding of the complex environmental influences impacting marketing practices within social enterprise organizations. Understanding the nature of these environmental influences helps to attune marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs, as well as providing a theoretical basis for future investigations of marketing practice in social enterprise and social marketing organizations.

scholarly journals THE IMPORTANCE OF BRAND IN CONSUMER BUYING BEHAVIOR AND PRODUCT QUALITY ASSESMENT

2019 ◽  
Vol 7 ◽  
Author(s):  
Viera Valjaskova ◽  
Pavol Kral
Keyword(s):  
Product Quality ◽  
Marketing Mix ◽  
Optimal Combination ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Buying Behavior ◽  
Communication Tools ◽  
Marketing Activities ◽  
Brand Perception

In order to maintain or increase market share, every company tries to use the most optimal combination of marketing communication tools or marketing mix tools. There are a large number of products placed on the market from a large number of companies that need to distinguish one another from competing companies. The most important tool to differentiate from competitors is the brand of products. The aim of each company is to ensure that their product brand is brought to the attention of customers and that customers associate especially positive associations with its brand(s). We are of the opinion that if the first and then repeated purchase of customers of the same product of a given brand confirms that the product meets the required characteristics and quality they expect from the product, customers will not doubt the quality of the products sold under the brand and will regard it as quality. For this reason, the aim of the paper was to confirm the importance of the brand in consumer buying decisions and to find out whether consumers really perceive the brand as a guarantee of product quality. To meet the aim of the paper, we conducted a questionnaire survey, which confirmed the importance of the brand in consumer purchasing decisions and the perception of the brand as a guarantee of product quality. We also confirmed a statistically significant dependence between brand perception as a guarantee of product quality and the age of respondents, confirming the importance of demographic characteristics in the implementation of company marketing activities.

scholarly journals Marketing communication with stakeholders at the minicipal offices in the Kuyavian-Pomeranian Voivodeship

2020 ◽  
Vol 2020 (146) ◽  
pp. 9-20
Author(s):  
Krzysztof ANDRUSZKIEWICZ ◽  
◽  
Maciej SCHULZ ◽  
Keyword(s):  
Public Relations ◽  
Local Governments ◽  
Design Methodology ◽  
Marketing Management ◽  
Marketing Communication ◽  
Communication Tools ◽  
The Past ◽  
Urban Rural ◽  
The Subject ◽  
Practical Implications

Purpose: The main goal of this study is to present the essence and the importance of marketing 11 communication in the functioning of local governments. 12 Design/methodology/approach: The study incorporates the results of a study on various 13 aspects related to marketing management in the municipalities of the Kuyavian-Pomeranian 14 Voivodeship. As part of the study, specific marketing communication activities that were used 15 by local governments in the Kuyavian-Pomeranian Voivodeship over the past 5 years have been 16 identified. The subject of the assessment were consisted in those marketing communication 17 methods that are used by local governments, due to the specificity of the activities carried out 18 by municipalities. 19 Findings: The results of the study indicate that many local governments representing large 20 urban or urban-rural municipalities underestimate the importance of the activities that can be 21 undertaken in this regard. Vast majority of the local governments covered by the study only use 22 individual marketing communication tools, limiting themselves to advertising, public relations 23 or personal promotion activities. 24 Practical implications: The results of the study allowed identification of a different solutions, 25 which are characteristic for municipalities in the Kuyavian-Pomeranian Voivodeship, that can 26 be used by other local governments in Poland. 27 Social implications: The paper indicates on many useful solutions, that are related to the 28 training of the officials in the methods and tools used for creation of proper relations with the 29 stakeholders. 30 Originality/value: This paper presents selected results of the study on various aspects 31 associated with marketing management in the municipalities of the Kuyavian-Pomeranian 32 Voivodeship. One of the research objectives was to identify and evaluate the marketing 33 communication activities that have been undertaken by the municipal offices in the Kuyavian34 Pomeranian Voivodship over the past 5 years.

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