Today the social marketing was constituted as a tool
of significant value in what he refers to the promotion of changes of
behaviors, attitudes end practices. With the objective of analyzing the
benefits that the social marketing can bring for the organizations that
use it the research was of the exploratory and descriptive. In the
present study the comparative method was used, through a qualitative
approach, to analyze the activities developed by three institutions:
the Recovery Center Rosa de Saron, the House of Recovery for
addicts and Teen Challenge Institute Children's Cancer of the
Wasteland (ICIA), kindred of pointing out the benefits of the social
marketing in organizations that don-t seek the profit.
[1] P. M. MENDONÇA; P. C. SHOMMER, "The social marketing and their
relations with the social: conceptual dimensions and strategy." CDROM,
Meeting of National Association of the Business Postgraduate,
24, 2000, Proceedings..., Florian├│polis, Brazil, ANPAD, 2000.
[2] M. COBRA. "Basic marketing: an Brazilian approach." 4ª ed., São
Paulo: Atlas, 1997.
[3] P. KOTLER, "Marketing for the nonprofit organizations." São Paulo:
Atlas, 1978.
[4] M. R. SCHIAVO, "Concept and evolution of social marketing." Social
Conjuncture. São Paulo 1(1), 25-9, mai.1999.
[5] J. L. MARTÍNEZ, "Publicidad para causas sociales: argumentos
racionales vs. argumentos emocionales." Boletín de Medios de
Comunicaci├│n, ene/feb/mar. N. 195, 1999.
[6] R. C. FERNANDES, "Private but public." Rio de Janeiro: Relume
Dumará. 1994.
[7] M. A. ALVES, "Thrid Sector: the origins of concept." CD-ROM,
Meeting of National Association of the Business Postgraduate, 2002,
Proceedings..., Salvador, Brazil, ANPAD, 2002.
[8] A.S. TEODÓSIO, "The third sector and the provision of social policies:
challenges, perspectives, and traps of the relation between the
organization of civil society and the state of Minas Gerais." Congress
about the economy of the state of Minas Gerais (Brazil), 5. 2002,
Diamantina: UFMG, 2002.
[9] M. SERVA, "The administrative rationality demonstrated in the
administrative practice." Journal of Business Management. São Paulo:
v.37, n.2, p. 18-30, abr/jun. 1997.
[10] F. TENÓRIO, "Managament of nonproft organizations: main functions
administrations." Rio de Janeiro: Editora da Fundação Getúlio Vargas,
1997.
[11] P. KOTLER, E. L. ROBERTO, "Social marketing: strategy to change
the public behavior." Rio de Janeiro: Campus, 1992.
[12] L. SALAMON, "Strategies to strengthen the third sector."
Iberoamerican Meeting to hte Third, Sector, 3, Rio de Janeiro, 1996.
[13] E. WELZEL, D. C. BORBA, "The effectiveness of the socials projects
under the view of social marketing." CD-ROM, Meeting of National
Association of the Business Postgraduate, 2004, Proceedings..., Curitiba,
Brazil, ANPAD, 2004.
[14] A.R. LEVEK, et al. "The social responsibility and its interface with the
social marketing. Journal of FAE, Curitiba, v.5, n.2, p.15-25, maio/ago.
2002.
[15] L. M. ATUCHA, S. C. LORA, "Marketing Social: Aproximaciones
Teóricas Desde la Práctica." La Paz, SEAMOS, 1995.
[16] F. P. MELO NETO, C. FROES, "Social responsibility and company
citizenship: the management of third sector." Rio de Janeiro:
Qualitymark, 1999.
[17] P. KOTLER, K. L. KELLER, "Marketing management." Ed. Prentice
Hall Brazil, 12ª ed., 2006.
[18] W. G. FORTES, "Transmarketing: advances strategies of public
relations in the marketing-s field." São Paulo: Summus editorial, 1999.
[19] M. FREITAS-DA-COSTA, D. C. PENALVA, E. F. LEITE, "Analysis of
the usage of the social marketing in the nonprofit organizations in Recife
city." Electronic Journal of Management, v. 10, p. 2004.
[20] S. C. VERGARA, "Projects and reports of research in management." 10
ed. São Paulo: Atlas, 2009.
[21] O. FACHIN, "Basis of methodology." 5. Ed. São Paulo: Saraiva, 2006.
[22] R. H. SAMPIERI, C. F. COLLADO, P. B. LUCIO, "Research-s
methodology." 3 ed. São Paulo: McGraw-hill, 2006.
[23] S. M. A. ROESCH, "Projects of probations and the research in
management." 2. ed. São Paulo: Atlas, 1999.
[24] H. MARSHALL, "Discourse analysis in na occupational context." In:
CASSELL, C.; Symon, g. (Org.). Qualitative methods in organizational
research: a practical guide. Londres: Sage, 1994.
[25] R. P. WEBER, "Basic content analysis." Newbury Park: Sage, 1990.
[26] W. J. GOODE, T. K. HATT, "Methods in social research." Nova York:
McGraw Hill, 1952.
[27] E. C. KIEL, R. BOEING-DA-SILVEIRA, "Inovations of social
marketing in a third sector organization." Jounral of Management and
Inovation, v. 4, p. 67-81, 2007.
[1] P. M. MENDONÇA; P. C. SHOMMER, "The social marketing and their
relations with the social: conceptual dimensions and strategy." CDROM,
Meeting of National Association of the Business Postgraduate,
24, 2000, Proceedings..., Florian├│polis, Brazil, ANPAD, 2000.
[2] M. COBRA. "Basic marketing: an Brazilian approach." 4ª ed., São
Paulo: Atlas, 1997.
[3] P. KOTLER, "Marketing for the nonprofit organizations." São Paulo:
Atlas, 1978.
[4] M. R. SCHIAVO, "Concept and evolution of social marketing." Social
Conjuncture. São Paulo 1(1), 25-9, mai.1999.
[5] J. L. MARTÍNEZ, "Publicidad para causas sociales: argumentos
racionales vs. argumentos emocionales." Boletín de Medios de
Comunicaci├│n, ene/feb/mar. N. 195, 1999.
[6] R. C. FERNANDES, "Private but public." Rio de Janeiro: Relume
Dumará. 1994.
[7] M. A. ALVES, "Thrid Sector: the origins of concept." CD-ROM,
Meeting of National Association of the Business Postgraduate, 2002,
Proceedings..., Salvador, Brazil, ANPAD, 2002.
[8] A.S. TEODÓSIO, "The third sector and the provision of social policies:
challenges, perspectives, and traps of the relation between the
organization of civil society and the state of Minas Gerais." Congress
about the economy of the state of Minas Gerais (Brazil), 5. 2002,
Diamantina: UFMG, 2002.
[9] M. SERVA, "The administrative rationality demonstrated in the
administrative practice." Journal of Business Management. São Paulo:
v.37, n.2, p. 18-30, abr/jun. 1997.
[10] F. TENÓRIO, "Managament of nonproft organizations: main functions
administrations." Rio de Janeiro: Editora da Fundação Getúlio Vargas,
1997.
[11] P. KOTLER, E. L. ROBERTO, "Social marketing: strategy to change
the public behavior." Rio de Janeiro: Campus, 1992.
[12] L. SALAMON, "Strategies to strengthen the third sector."
Iberoamerican Meeting to hte Third, Sector, 3, Rio de Janeiro, 1996.
[13] E. WELZEL, D. C. BORBA, "The effectiveness of the socials projects
under the view of social marketing." CD-ROM, Meeting of National
Association of the Business Postgraduate, 2004, Proceedings..., Curitiba,
Brazil, ANPAD, 2004.
[14] A.R. LEVEK, et al. "The social responsibility and its interface with the
social marketing. Journal of FAE, Curitiba, v.5, n.2, p.15-25, maio/ago.
2002.
[15] L. M. ATUCHA, S. C. LORA, "Marketing Social: Aproximaciones
Teóricas Desde la Práctica." La Paz, SEAMOS, 1995.
[16] F. P. MELO NETO, C. FROES, "Social responsibility and company
citizenship: the management of third sector." Rio de Janeiro:
Qualitymark, 1999.
[17] P. KOTLER, K. L. KELLER, "Marketing management." Ed. Prentice
Hall Brazil, 12ª ed., 2006.
[18] W. G. FORTES, "Transmarketing: advances strategies of public
relations in the marketing-s field." São Paulo: Summus editorial, 1999.
[19] M. FREITAS-DA-COSTA, D. C. PENALVA, E. F. LEITE, "Analysis of
the usage of the social marketing in the nonprofit organizations in Recife
city." Electronic Journal of Management, v. 10, p. 2004.
[20] S. C. VERGARA, "Projects and reports of research in management." 10
ed. São Paulo: Atlas, 2009.
[21] O. FACHIN, "Basis of methodology." 5. Ed. São Paulo: Saraiva, 2006.
[22] R. H. SAMPIERI, C. F. COLLADO, P. B. LUCIO, "Research-s
methodology." 3 ed. São Paulo: McGraw-hill, 2006.
[23] S. M. A. ROESCH, "Projects of probations and the research in
management." 2. ed. São Paulo: Atlas, 1999.
[24] H. MARSHALL, "Discourse analysis in na occupational context." In:
CASSELL, C.; Symon, g. (Org.). Qualitative methods in organizational
research: a practical guide. Londres: Sage, 1994.
[25] R. P. WEBER, "Basic content analysis." Newbury Park: Sage, 1990.
[26] W. J. GOODE, T. K. HATT, "Methods in social research." Nova York:
McGraw Hill, 1952.
[27] E. C. KIEL, R. BOEING-DA-SILVEIRA, "Inovations of social
marketing in a third sector organization." Jounral of Management and
Inovation, v. 4, p. 67-81, 2007.
@article{"International Journal of Business, Human and Social Sciences:55193", author = "Marconi Freitas-da-Costa and Watsan C. Silva and Thaís S. Paula and Débora O. Silva and Maria G. Vieira", title = "Social Marketing and Nonprofit Organizations", abstract = "Today the social marketing was constituted as a tool
of significant value in what he refers to the promotion of changes of
behaviors, attitudes end practices. With the objective of analyzing the
benefits that the social marketing can bring for the organizations that
use it the research was of the exploratory and descriptive. In the
present study the comparative method was used, through a qualitative
approach, to analyze the activities developed by three institutions:
the Recovery Center Rosa de Saron, the House of Recovery for
addicts and Teen Challenge Institute Children's Cancer of the
Wasteland (ICIA), kindred of pointing out the benefits of the social
marketing in organizations that don-t seek the profit.", keywords = "Social marketing, organizations of the third section,
social changes", volume = "5", number = "5", pages = "536-6", }
