Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira
Autor(a) principal: | |
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Data de Publicação: | 1991 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/8719 |
Resumo: | Marketing as a social product, has been created, raised and spread alI over the world mainly as a tool to serve private, micro-economic, l?rofit, short run interests. Over the last twenty years,a steadly growing trend has been noticed in this field,due to the evidences that marketing has not delivered what it had promissed: society's needs fullfillment. Several American theorists and practioners marketino and non marketing specialists - are considered to have contributed to this evaluation of the marketing concept which has led to consolidate new 'sub-disciolines' in the core o f marketing, name ly: 'non business' (not for profi ti non orofit organizations, public services, government) 'political candidates', 'health, education, social services'; 'ideas and social causes' marketing. This paper deals with the latter marketing subdiscipline , that applied to social causes and i ts oocasional contributions to Brazilian socio-economic development, considering both marketing and moral/ethical frameworks. The work suggests that are, have been and will be several possibilities of applying social marketing as a planning and implementing tool for both theorists and practioners of administration. |
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Gonçalves, LopesEscolas::EBAPERocha, Angela daSaravia, Enrique JeronimoCavalcanti, Bianor Scelza2011-11-10T12:09:40Z2011-11-10T12:09:40Z1991GONÇALVES, Lopes. Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira. Dissertação (Mestrado em Administração) - Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas - FGV, Rio de Janeiro, 1991.http://hdl.handle.net/10438/8719Marketing as a social product, has been created, raised and spread alI over the world mainly as a tool to serve private, micro-economic, l?rofit, short run interests. Over the last twenty years,a steadly growing trend has been noticed in this field,due to the evidences that marketing has not delivered what it had promissed: society's needs fullfillment. Several American theorists and practioners marketino and non marketing specialists - are considered to have contributed to this evaluation of the marketing concept which has led to consolidate new 'sub-disciolines' in the core o f marketing, name ly: 'non business' (not for profi ti non orofit organizations, public services, government) 'political candidates', 'health, education, social services'; 'ideas and social causes' marketing. This paper deals with the latter marketing subdiscipline , that applied to social causes and i ts oocasional contributions to Brazilian socio-economic development, considering both marketing and moral/ethical frameworks. The work suggests that are, have been and will be several possibilities of applying social marketing as a planning and implementing tool for both theorists and practioners of administration.porTodo cuidado foi dispensado para respeitar os direitos autorais deste trabalho. Entretanto, caso esta obra aqui depositada seja protegida por direitos autorais externos a esta instituição, contamos com a compreensão do autor e solicitamos que o mesmo faça contato através do Fale Conosco para que possamos tomar as providências cabíveis.info:eu-repo/semantics/openAccessMarketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileirainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisAdministração de empresasMarketing socialreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVORIGINAL000060193.pdf000060193.pdfPDFapplication/pdf6208406https://repositorio.fgv.br/bitstreams/89300296-6510-4da6-b6f2-4703d37ce1b1/download339f6fac44fe61a66bf0231d6d5781e0MD51LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
title |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
spellingShingle |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira Gonçalves, Lopes Administração de empresas Marketing social |
title_short |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
title_full |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
title_fullStr |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
title_full_unstemmed |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
title_sort |
Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira |
author |
Gonçalves, Lopes |
author_facet |
Gonçalves, Lopes |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Rocha, Angela da Saravia, Enrique Jeronimo |
dc.contributor.author.fl_str_mv |
Gonçalves, Lopes |
dc.contributor.advisor1.fl_str_mv |
Cavalcanti, Bianor Scelza |
contributor_str_mv |
Cavalcanti, Bianor Scelza |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
topic |
Administração de empresas Marketing social |
dc.subject.bibliodata.por.fl_str_mv |
Marketing social |
description |
Marketing as a social product, has been created, raised and spread alI over the world mainly as a tool to serve private, micro-economic, l?rofit, short run interests. Over the last twenty years,a steadly growing trend has been noticed in this field,due to the evidences that marketing has not delivered what it had promissed: society's needs fullfillment. Several American theorists and practioners marketino and non marketing specialists - are considered to have contributed to this evaluation of the marketing concept which has led to consolidate new 'sub-disciolines' in the core o f marketing, name ly: 'non business' (not for profi ti non orofit organizations, public services, government) 'political candidates', 'health, education, social services'; 'ideas and social causes' marketing. This paper deals with the latter marketing subdiscipline , that applied to social causes and i ts oocasional contributions to Brazilian socio-economic development, considering both marketing and moral/ethical frameworks. The work suggests that are, have been and will be several possibilities of applying social marketing as a planning and implementing tool for both theorists and practioners of administration. |
publishDate |
1991 |
dc.date.issued.fl_str_mv |
1991 |
dc.date.accessioned.fl_str_mv |
2011-11-10T12:09:40Z |
dc.date.available.fl_str_mv |
2011-11-10T12:09:40Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
GONÇALVES, Lopes. Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira. Dissertação (Mestrado em Administração) - Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas - FGV, Rio de Janeiro, 1991. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/8719 |
identifier_str_mv |
GONÇALVES, Lopes. Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira. Dissertação (Mestrado em Administração) - Escola Brasileira de Administração Pública e de Empresas, Fundação Getúlio Vargas - FGV, Rio de Janeiro, 1991. |
url |
http://hdl.handle.net/10438/8719 |
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por |
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openAccess |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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