ABSTRACT
This chapter is divided into two main sections. The first section defines in more detail (compared to Chapter 3) what a business model and social business model are and why it is important for any social entrepreneurial organisation to develop a social business model. Then it presents a tool – the social business model canvas – that can support social entrepreneurial organisations in developing and presenting a social business model, and explains in detail how to fill in its different sections. The second section discusses marketing as a fundamental tool for social entrepreneurial organisations to attract the support and resources they need to realise their social business model and to communicate the value of their offer and make the latter available to their target audiences. Key marketing concepts introduced in this section are: segmentation and targeting; the Marketing 7Ps, digital marketing; the importance of applying ethics when developing and executing a marketing strategy.
