Title Page
Contents
ABSTRACT 11
I. Introduction 13
1. Background and Purpose of Study 13
2. Method of Study 14
II. Social Enterprise Marketing Communication 15
1. Social Enterprise 15
1.1. Definition of Social Enterprise 15
1.2. History of Social Enterprise 17
1.3. Types of Social Enterprise 18
2. Marketing Communication 20
2.1. Definition of Marketing Communication 20
2.2. History of Marketing Communication 21
2.3. Types of Marketing Communication 22
3. Marketing Communications Variables 32
3.1. Political and Historical 32
3.2. Social and Cultural 34
3.3. Economic 38
3.4. Research Model 39
III. Social Enterprises in US, UK and Italy 41
1. The United States 41
1.1. History of Social Enterprise 41
1.2. Definition of Social Enterprise 43
1.3. Types of Social Enterprise 44
1.4. Marketing Communication Variables 47
1.5. Case Study 51
2. The United Kingdom 61
2.1. History of Social Enterprise 61
2.2. Definition of Social Enterprise 64
2.3. Types of Social Enterprise 65
2.4. Marketing Communication Variables 67
2.5. Case Study 71
3. Italy 81
3.1. History of Social Enterprise 81
3.2. Definition of Social Enterprise 83
3.3. Types of Social Enterprise 85
3.4. Marketing Communication Variables 87
3.5. Case Study 92
4. Summary 101
IV. Conclusion 108
1. Implication 108
2. Conclusion 111
REFERENCES 113
Table 1. List of Communication Tools for Non-profit Organizations 29
Table 2. Countries categorized as low context and high context 37
Table 3. Differentiates between LLC, L3C and Non-profit 46
Table 4. Examples of Little Kids Rock Promotional Events 54
Table 5. Examples of DC Central Kitchen Promotional Events 60
Table 6. Examples of Cafedirect Promotional Events(이미지참조) 74
Table 7. Examples of Greenwich Leisure Ltd Promotional Events 79
Table 8. Examples of La Cordata Hostel Promotional Events 95
Table 9. Examples of SpazioAperto Promotional Events 99
Table 10. Summary of Social Enterprises in US, UK and Italy. 103
Table 11. Comparison of Marketing Communication (MC) Variables in US, UK and Italy 105
Figure 1. Elements of the Promotional Mix 23
Figure 2. Model of Marketing Communication for Profit Organization 25
Figure 3. Research Model 40
Figure 4. Little Kids Rock official website 52
Figure 5. D.C. Central Kitchen official website 56
Figure 6. Cafedirect official website(이미지참조) 71
Figure 7. Greenwich Leisure Ltd official website 76
Figure 8. La Cordata Hostel official website 92
Figure 9. Spazio Aperto official website 97