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Why do we need a Marketing Strategy
Why does a social enterprise need a marketing strategy? The answer is logical and
straightforward: social enterprise - social = enterprise. A social enterprise is still an
enterprise. The difference is in what it does, how it does it, what kind of results it
generates and what it decides to do with them. But to outline all these issues, a social
enterprise, like any other enterprise, has to create transactions with its target market
that create added value. The scientific art of the transaction or exchange process is
none other than marketing. A social enterprise needs marketing to generate the
transactions that enable it to achieve its objectives. Here is where the difference
appears: the goals have a socially distinctive profile in social business.
