ABSTRACT
The purpose of this chapter is to help students develop an understanding of the marketing tools needed by startups and early-stage social ventures to engage customers or beneficiaries and other stakeholders. Social entrepreneurs must also consider how their social ventures will leverage the limited marketing resources available to meet their social objectives. The chapter is divided into four main sections. The first section describes the fundamentals of marketing for social ventures. The second discusses the relevance of the four elements of the marketing mix (product, promotion, price, and place) for social ventures. The third focuses on social marketing, the use of marketing tools, and techniques for social causes. The fourth provides guidelines for developing social venture marketing plans.
