Social economy marketing: a new age in marketing field

Along with the evolution of society, the classical economic models are confronted with serious challenges regarding continuous diminishing of resources, social pressure and limited capacity in satisfying people’s needs. Searching for alternatives that could solve social problems led to the promotion of new alternative economic models, like social economy or economy of solidarity. Based on social solidarity and placing the people in center of the economic activity, the social economy entities need a new marketing trend for developing their social businesses. The social economy marketing mixes the principals of social and non for profit marketing with goods and services marketing assuring the community development and integration of vulnerable categories.