Implementation Of Marketing Activities Research Articles

City Tourism Product Development and Marketing: The Case of the Provincial Capital city of Mahikeng

This article explores the city tourism product composition of Mahikeng, the capital city of South Africa’s North West Province. Its goal is twofold: to capture the industry’s views on the city’s current urban tourism product offering and to identify the necessary marketing activities for tourism development in Mahikeng. The study used quantitative data from an online survey involving 62 tourism businesses operating in Mahikeng. The results highlight a limited level of tourism product offerings, ineffective marketing activities, and the need to develop a more diverse city tourism product mix to ensure the success of Mahikeng as a tourist city. The authors recommend the development of a varied product mix and, through this, the implementation of marketing activities more suited to cities with a provincial status.

ՀՐՈՒՇԱԿԵՂԵՆԻ ՇՈՒԿԱՅԻ ԶԱՐԳԱՑՄԱՆ ՄԻՏՈՒՄՆԵՐԸ ԵՎ ՄԱՐՔԵԹԻՆԳԱՅԻՆ ՆՈՐ ՄՈՏԵՑՈՒՄՆԵՐԸ ՀԵՏՀԱՄԱՃԱՐԱԿԱՅԻՆ ԺԱՄԱՆԱԿԱՇՐՋԱՆՈՒՄ/ TRENDS IN THE DEVELOPMENT OF THE CONFECTIONERY MARKET AND NEW MARKETING APPROACHES IN THE POST-EPIDEMIC PERIOD/ ТЕНДЕНЦИИ РАЗВИТИЯ КОНДИТЕРСКОГО РЫНКА И НОВЫЕ МАРКЕТИНГОВЫЕ ПОДХОДЫ В ПОСТЭПИДЕМИЧЕСКИЙ ПЕРИОД

Marketing does not remain aloof from the confectionery industry. The global confectionery market is constantly evolving. The changing preferences of people from year-to-year challenge confectionery companies to create new, original, unusual taste combinations. Confectionery consumption doubled as the culture of chocolate gifting spread. Marketing tools play a pivotal role in devising specific and effective ways to showcase products, aiming to capture the attention of consumers who often make impulse purchases when it comes to confectionery. The confectionery market in Armenia is saturated with both domestic and imported products. Regarding marketing activities in this industry, it should be noted that new marketing trends observed in the global confectionery market have found partial adoption in Armenia. Among companies operating in the confectionery industry, there are also omissions associated with the implementation of marketing activities on social networks. All of the above determines the relevance of the research topic. The purpose of the study is to identify current trends in the development of marketing in the global confectionery market and their manifestations in Armenia, using the example of ‘Grand Candy’ LLC. The article presents current marketing trends, analyzes the dynamics of the development of the global confectionery market by product, age group, price category, distribution channels, regions, and also identifies the features of marketing in modern conditions of the confectionery market development. As a result of a multilateral analysis of the marketing activities of ‘Grand Candy’, one of the leading companies in the confectionery market of the Republic of Armenia, existing problems are revealed, and possible ways to overcome them are proposed.

The Process of Sharing Knowledge in the Implementation of a Marketing Project: A Proposal for a Data Selection Model

The study addresses the problem of sharing knowledge, indicating its impact on the implementation of a marketing project in enterprises. All the considerations presented have been divided into two main parts, theoretical and empirical. The considerations presented in the first part include the characteristics of designing the company's marketing activities in the context of sharing knowledge. The next, second part of the study presents the possibilities of using information management in the process of sharing knowledge during the implementation of a marketing project. The third part discusses the processes of sharing knowledge in a marketing project. The next part describes the research methods. Subsequently, the study is an attempt to answer the research question - how does the sharing of knowledge create the implementation of the marketing project of the surveyed company? As a consequence of this question, the aim of the study was to develop a model of data selection determining sharing knowledge and information management during the implementation of a marketing project in an enterprise. The issue of sharing knowledge in the implementation of a marketing project is important and current due to its impact on decision-making processes in enterprises in the perspective of maintaining a competitive position on the market. The publication contributes to the discussion on the extent to which enterprises use sharing knowledge processes in order to gain a competitive advantage through the implementation of marketing activities.

Influence of Social Media Marketing Activity Instagram Towards Purchase Intention in Le Bliss Bouquet Cirebon

Technology today has an important role in various aspects of life. Technology can make it easier for people to carry out daily activities without any limitations. One of the uses of this technology is the implementation of marketing activities that can be carried out through social media. This study aims to determine whether the influence of social media marketing activity carried out by Le Bliss Bouquet has an influence on brand equity, distribution of e-WOM on social media, and purchase intention. Some of the theories used include the theory of social media marketing activity, brand equity, E-WOM, and consumer behavior that can form interest in making purchases. The type of research conducted is causal. Respondent data was collected by distributing questionnaires through social media and the analytical technique used was Structural Equation Modeling (SEM) with the help of SmartPLS software. The sample used in this study were Instagram social media users who had accessed the Le Bliss Bouquet Cirebon Instagram social media account. The results show that the structural equation modeling supports the hypothesis contained in the study and shows a positive influence between social media marketing activity on purchase intention. In addition, brand equity is also considered to have a positive impact on e-WOM and e-WOM maintains a positive influence on purchase intention. It is hoped that the results of this study can be used as an evaluation of the implementation of social media marketing activities carried out by the company because it is considered capable of forming product brand equity and influencing purchase intention

Информационное обеспечение как базис управления трансакционными издержками маркетинговой деятельности производственного предприятия

The purpose of the study is to formalize the stages of managing transaction costs of marketing activities of a manufacturing enterprise based on information about their amount in the parameters of the contract. The scientific novelty of the research lies in the fact that the paper proposes the progressive stages of the process of forming initial data for managing the transaction costs of marketing activities; the grouping of transaction costs for marketing at the pre-contract, contract and post-contract stages with their details depending on the volume of sales and independent of it is proposed; the stages of managing transaction costs of marketing activities of a manufacturing enterprise are recommended, focused on analyzing forecast information taking into account a variety of assumptions and assessing the variability of the environment within the framework of the contract. As a result, it was established that the management of transaction costs of marketing activities of a manufacturing enterprise should be carried out by management continuously by analyzing information structured for each commercial transaction, which allows management to constantly and discretely possess information on each contract. At the same time, the financing of the transaction cost management process should not constitute a significant part of the business expenses of the organization. The use of the management information support proposed by the author for managing transaction costs in the implementation of marketing activities in practice allows a manufacturing enterprise to obtain forecast values of commercial expenses in relation to upcoming deliveries, to assess the economic effect of profitability indicators for them.

Mengelola Bisnis Melalui Pemasaran Holistik dan Syariah pada Masa Pandemi Covid-19

The Covid-19 pandemic has had a tremendous impact on many sectors of the domestic economy, especially in the micro, small and medium enterprise (MSME) sector. According to the BI report that MSME exporters are the most affected, which is around 95.4% of the total exporters, then the handicraft and tourism supporting sectors are affected by 89.9%. Meanwhile, the smallest sector affected by the Covid-19 pandemic is the agricultural sector, which is 41.5%. From the entrepreneur side, research data from the Ministry of Cooperatives and SMEs reported that MSMEs consisting of wholesalers and retailers experienced the highest impact of the Covid-19 pandemic (40.92%), followed by MSMEs providing accommodation and food and beverages (26.86%) and the smallest sector is the manufacturing sector at 14.25%. Although MSMEs have a lower impact than large entrepreneurs due to Covid-19, MSMEs as business institutions that play a very important role in improving the economy and making a sizeable contribution to the economic development of the people are still affected by Covid-19. On the other hand, MSMEs have many problems, apart from capital, marketing is one of the problems faced by MSMEs during the Covid-19 pandemic. Understanding marketing concepts both holistically and sharia concepts is important for MSMEs to get out of marketing problems during this Covid-19 pandemic. Holistic Marketing is marketing that prioritizes and considers the entire business entity. Where the holistic marketing concept is based on the development, design and implementation of marketing activities, processes and programs that understand the breadth and interrelationships. As for the holistic marketing concept: Relationship, Integrated, Internal, and Performance. Meanwhile, sharia marketing is marketing that is carried out based on sharia principles and contracts. In addition, according to characteristics of Islamic marketing that must be owned by the marketing team are Rabbaniyyah, Akhlaqiyyah, Al-waqiyyah and Insaniyyah.

Цифровий маркетинг та соціальні мережі

The rapid development of digital communication technologies, the spread of Internet access to the population, the growing number of smartphones, increasing the number of social network users and other factors are the reason for the sharp growth of online operations and services in recent years. In 2020, the Covid-19 epidemic was added to this list of factors, creating an additional impetus for the growth of online business. This situation causes significant changes in the implementation of marketing activities by enterprises. Digital marketing is an important tool that allows companies to achieve their marketing goals, as well as influence a large number of people at a relatively low cost. More and more consumers are spending a significant amount of time on the Internet searching for information, products and services, communicating with other consumers about their experience and interaction with companies. The purpose of this article is to substantiate the theoretical and practical provisions of the use of digital marketing in the enterprise, to characterize the possibilities of using social networks as a tool of digital marketing, taking into account their features, limitations and advantages. The article substantiates that in modern conditions it is not enough to have only a website for the enterprise. Social networks play an increasingly important role not only in people’s lives, but also in business activities, which is an additional but important way to attract the attention of potential customers and promote trust. The most effective ways to use Facebook as a marketing tool are analyzed (direct advertising, social posting, detailed audience analysis, link sharing). It also describes a number of features that should be considered for forming a digital marketing strategy in 2021 and 2022. It is concluded that marketing in social networks can be a valuable tool that will help create an Internet brand awareness for the company, increase trust in it and develop the demand for goods and services.

Аналіз вітчизняного ринку ветеринарних інсектоакарицидних засобів

The main condition for ensuring the economic efficiency of agricultural livestock rearing is the maintenance of wellbeing of farm animals, which is characterized by high productive qualities and the necessary reproductive capacity. At the same time, outbreaks of diseases of various etiologies, including parasitic, are often the cause of reduced productivity of animals. Pest insects control is important in the conditions of intensive animal husbandry, when at big farms and complexes animals are concentrated in large numbers. This increases the risk of reproduction and rapid spread of many insects that parasitize farm animals and are carriers of infectious and invasive diseases and cause economic damage due to reduced animal productivity and quality of raw materials. Protection of animals from ecto- and endoparasites requires the development and creation of highly effective antiparasitic drugs, because providing the necessary range of means to combat diseases of animals, inexpensive in price, in user-friendly forms is a way to further development of animal husbandry. Recent years mark a development of the domestic market of medicines for veterinary use, an increase in the number of registered drugs, the development of enterprises producing medicines, an increase in the number of companies engaged in pharmaceutical activities in both wholesale and retail. All this speaks of the prospects of the market of medicines for veterinary use. Specialists working in the field of production and sale of medicines need immediate, objective and reliable information on the state of the pharmaceutical market. This information has a significant volume and dynamism. Identifying the peculiarities of the formation of the market of veterinary goods at the state level should contribute to the improvement of management methods in this sphere, and the development of veterinary entrepreneurship. Therefore, the reorientation of domestic pharmaceutical companies to the principles of marketing will ensure the search, development and production of effective and competitive drugs, which will meet the pressing needs of customers. The aim of the work was to study the structure of the domestic pharmaceutical market, namely veterinary insectoacaricides. Our research focused on such tasks as studying the nomenclature of veterinary insectoacaricides of foreign and domestic manufacturers by the following indicators: manufacturers, species, forms of release and means of administration. The study of imported products also focused on the country of manufacture according to the State Register of Medicines. The study uses the methods of survey, analysis, comparison, generalization to get the required information. Statistical method was used to process the obtained data. Insectoacaricides are a significant share of the domestic pharmaceutical market. The study group is represented by 186 drugs of domestic and foreign manufacture, which is about 3% of the total number of all registered drugs. Of the 186 registered drugs, 35.5% (66) are imported and 64.5% (120) are domestic. Among insectoacaricides of foreign manufacture, the largest market share is occupied by Merial and KRKA, d.d., Novo mesto – 10.6% each (7 drugs each), KVP Pharma and Veterinar-Product GmbH – 9.1% (6 drugs), and among domestic companies the products of TOV “UKRBIONIT”; VK “KRUG”; TOV “NOVA PLUS” comprises 14.2% (17 drugs), TOV “Vetsintez” and TOV “NOVA PLUS” - 10.8% (13 drugs each), TOV “MEDIPROMTEK”, TOV company “Product”, TOV “NVP “SUZIRIA” – 8.3% (10 drugs each). The implementation of marketing activities which includes the research of the pharmaceutical market, allows companies to better adapt to market economy conditions, determine tactics of competitive behavior, adapt to change, improve strategy, change the production process according to consumer requirements and needs.

Роль маркетингу в антикризовому менеджменті за сучасних умов функціонування підприємств

The article is aimed at supplementing the theoretical provisions on the essence and role of marketing in crisis management and the formation of anti-crisis strategies, as well as proving the relevance of increasing the efficiency of the marketing activities of enterprise during the current transformations of the external environment. The essence of crisis management as a controlled process of either preventing or overcoming the crisis, which corresponds to the goals of the organization and to the objective tendencies of its development, is determined and the statements in which it is displayed are allocated. The essence of the marketing approach to management is considered, the importance of comprehensive application of marketing instruments for specific products and the market along with the development of a scenario of their interaction in order to overcome the bankruptcy of enterprise are specified. In the cycle of marketing activity, the authors distinguish the stages that are relevant during the crisis management, namely: assessment of marketing and market opportunities of the enterprise; singling out the target markets; development and implementation of marketing complex and marketing programs. It is noted that crisis management is inherently a strategic management, where the end result is represented by the development of a marketing anti-crisis strategy. The stages of formation and implementation of the anti-crisis marketing strategy at the enterprise are presented. The instruments for the implementation of the anti-crisis marketing strategy are named as follows: adaptation of pricing policy as a factor of product competitiveness and maintaining a market position; developments in the field of selling products policy on the formation of the assortment and improving the quality of goods; balancing the volume and structure of production of the actual issue to the forecast in the market; improvement of production distribution policy; use of marketing communications to stimulate consumers, etc. The main factors that determine the efficiency of marketing during crisis management are allocated, including: professionalism of marketers and the administration ability on the part of managers; conducting scientific research and forecasting of general market trends and consumption of products; quality of anti-crisis marketing strategies and a range of marketing activities; control over the implementation of marketing activities, etc. It is noted that in order to implement marketing plans and strategies in the enterprise, it is necessary to create a system where the coordinated work of all levels of the marketing system would take place. The existing problems of the contemporary marketing management are highlighted.

DETERMINING THE MAIN PARAMETERS OF THE EFFICIENCY OF THE TOURISM MARKET AND HOTEL BUSINESS

The experience of managers, their traditions, analysis of competitors' marketing costs play an important role in the implementation of marketing activities of facilities. Due to the fact that marketing costs make up a significant part of the budget of facilities, it is necessary to monitor the effectiveness of the marketing strategy, ie the costs of its implementation should always be compared with the results of the work. It also enhances brand loyalty by creating a certain emotional connection between the brand and the consumer. The marketing strategy of a firm operating in a competitive tourism services market should be aimed primarily at establishing long-term relationships with the customer.

Assessing SME Perceptions of Using Green Social Media Marketing

The image of an enterprise in relation to the environment in which it operates is currently of increased importance (Liskova, Cudlinova, Partlova & Petr, 2016, p.64). An enterprise's brand image is a customer's perception of a brand and can help customers assemble information, discriminate brands, create positive feelings, and create a reason to purchase (Huang, Yang & Wang, 2014, p.263). Therefore, enterprises aim to create a strong positive image of their brand which can be generated through marketing programmes. Social media marketing is the application of marketing principles, tools and techniques to social media platforms to differentiate and position the brand better than competitors (Neti, 2011, p.3). Enterprises should therefore use social media to promote and communicate their green initiatives to their stakeholders because of the prominent benefits it offers. Conscious and careful use of social media is the most promising investment for furthering an enterprise's green marketing strategies and by implementing green projects as a CSR initiative SMEs can satisfy their stakeholders (Williams, Page & Petrosky, 2014, p.26). SMEs do not effectively and efficiently market their enterprises due to the lack of funding, insufficient cash flow and the need for technical assistance to market their enterprise (National Small Business Chamber, 2016). Social media is the most popular means of communication in society and provide a good solution as it allows enterprises to interact with their stakeholders through dialogue and engagement to identify and satisfy stakeholder expectations (Bibri, 2008, p.14). The implementation of marketing activities that communicate enterprises' social and environmental initiatives creates added value and enhances financial performance (Bibri, 2008, p.14). If SMEs promote their green initiatives in their marketing communications that are directed at their stakeholders, they could succeed in marketing their business effectively and as a result grow and survive in the long term. However, few SMEs in South Africa are aware that implementing green strategies can improve their profitability and their survival. Keywords: Green marketing; social media marketing; SME's

The role of sports marketing in attracting audiences towards less popular sports

Purpose The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports. Design/methodology/approach A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed. Findings The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports. Originality/value To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.

Issues of implementation of marketing activities in the economy in the development of small and private enterprises in the global economy

This paper investigates major points of the issues of implementation of marketing activities in the economy in the development of small and private enterprises in the global economy. On this case, research has pointed in both methodological and theoretical basis of the issue. Moreover, research has been investigated with the development of the development of small and private enterprises in the global economy with outcomes and shortcomings as the whole.

ОЦЕНКА МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ ХЛЕБОПРИЕМНОГО ПРЕДПРИЯТИЯ

The article discusses topical problems that are target indicators when analyzing the effectiveness of marketing activities of grain-receiving enterprise. Indicators for assessing its effectiveness in meeting effective demand with its own profit and the ability to resist competitors are systematized. The following general indicators are highlighted that economic unit can use when attracting buyers and strengthening its positions in product market - these are market and competitive efficiency, interaction with consumers, performing a full set of functions of the marketing division related to ensuring the supply of competitive products to market, supplemented by the system tools marketing. The necessity of using an integrated approach combining quantitative and qualitative methods has been proved. The results of the application of intensive technologies for the reception and storage of grain crops are presented. The matrix of distribution of responsibility of structural divisions of enterprise for the formation of commodity stocks of grain for the implementation of marketing activities has been compiled. The final criteria for the intensification of the work of grain receiving point and grain warehouse are shown: profit, profitability, competitive efficiency. The problems arising in marketing strategy of the enterprise for receiving, drying, storing and shipping grain crops are identified: organizational and functional. Practical recommendations have been developed to eliminate the identified reasons for the asymmetry of the technological process and deficiencies in the operation of equipment.

OPPORTUNITIES OF MOBILE MARKETING IN TOURISM

This article describes opportunities of mobile marketing in tourism. Mobile marketing is the implementation of marketing activities through mobile devices. The use of advanced innovative technologies also has great potential in terms of optimizing the time and variety of choice of the necessary tourist product for travelers. Thanks to real-time information exchanges, reduced documentation required at border crossings and the elimination of language barriers, potential tourists get huge benefits when traveling.

Digital transformation of trade: problems and prospects of marketing activities

The article analyzes the basic concepts that characterize the problems of digital transformation of economy; identifies the main directions of the transformation of trade in the digital economy, characterized by increased competition, dramatically increased opportunities for collecting and processing data using artificial intelligence, changing consumer behavior in the digital environment. The key problems of the development of trade enterprises are formulated: improvement of digital methods for collecting, processing, analyzing marketing information; organization of interaction with consumers in the digital environment; automation of planning and implementation of marketing activities. Directions of improving the marketing activities of a commercial enterprise stipulated by the digital transformation are specified: in the development of product policy it is the emergence of fundamentally new ‘smart’ goods and services; modernization of traditional goods, aimed at implementing the functions of interaction in the digital environment at the level of goods-goods, goods-external environment, goods-people; formation of new markets for devices, equipment, systems of interaction of various objects; in the development of pricing policy, it is taking into account both the possibility of a ‘skimming’ strategy when introducing a product with new characteristics to the market, and a rapid price drop; accounting for the emergence of a large number of services, price comparison for goods and services, systems of interaction with the buyer in real time, offering goods and services in a given place at a given time and at the best prices; when developing a promotion strategy taking into account the factor of interaction in cyberspace.

Digital platforms based marketing innovations: new development trends

Marketing innovations in the digital economy are considered as the most important factor for the further digital economy growth. The main trends for development of the information and communication technologies market are studied. The basic types of innovations are analyzed. An algorithm for generation of competitive innovative marketing strategies is proposed. A business strategy that takes into account the digital technologies development is supplemented by a number of innovative components. The main lines for generation of a digital platform for marketing activities transformation with subsequent disclosure of the content of each line are indicated. The digital platform design for the marketing activities transformation is developed. There are three cornerstones of this platform are arrangement of interaction with consumers in the digital environment; improvement of digital methods for processing marketing information; automation of planning and implementation of marketing activities. The marketing complex specifics in the digital economy are specified and supplemented.

Модель оценки групп социальной сети для реализации маркетинговых мероприятий

Модель оценки групп социальной сети для реализации маркетинговых мероприятий

3D GEOMARKETING SEGMENTATION: A HIGHER SPATIAL DIMENSION PLANNING PERSPECTIVE

Abstract. Geomarketing is a discipline which uses geographic information in the process of planning and implementation of marketing activities. It can be used in any aspect of the marketing such as price, promotion or geo targeting. The analysis of geomarketing data use a huge data pool such as location residential areas, topography, it also analyzes demographic information such as age, genre, annual income and lifestyle. This information can help users to develop successful promotional campaigns in order to achieve marketing goals. One of the common activities in geomarketing is market segmentation. The segmentation clusters the data into several groups based on its geographic criteria. To refine the search operation during analysis, we proposed an approach to cluster the data using a clustering algorithm. However, with the huge data pool, overlap among clusters may happen and leads to inefficient analysis. Moreover, geomarketing is usually active in urban areas and requires clusters to be organized in a three-dimensional (3D) way (i.e. multi-level shop lots, residential apartments). This is a constraint with the current Geographic Information System (GIS) framework. To avoid this issue, we proposed a combination of market segmentation based on geographic criteria and clustering algorithm for 3D geomarketing data management. The proposed approach is capable in minimizing the overlap region during market segmentation. In this paper, geomarketing in urban area is used as a case study. Based on the case study, several locations of customers and stores in 3D are used in the test. The experiments demonstrated in this paper substantiated that the proposed approach is capable of minimizing overlapping segmentation and reducing repetitive data entries. The structure is also tested for retrieving the spatial records from the database. For marketing purposes, certain radius of point is used to analyzing marketing targets. Based on the presented tests in this paper, we strongly believe that the structure is capable in handling and managing huge pool of geomarketing data. For future outlook, this paper also discusses the possibilities of expanding the structure.

Social enterprise dualities: implications for social marketing

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.