O MUNDO DE MARLBORO: A Comunicação Corporativa da Philip Morris Brasil

• Autor(a) principal: Fernandes, Backer Ribeiro
• Data de Publicação: 2007
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/786
• topic: comunicação corporativa; comunicação empresarial; relações públicas; relacionamento com públicos estratégicos; ética e responsabilidade social; corporate communication; business communication; public relations; relationship with strategic publics; ethics e social responsibility; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This project has, as it's main issue the study of the Corporate Communication of Philip Morris Brazil, a subsidiary of Philip Morris International, one of the largest Tobacco Companies Worldwide. The objective of this research is to demonstrate how Philip Morris Brazil communicates and relates itself with its different targets: the community, the retail and young end-users, and also which strategies it uses to establish and maintain this relationship, guaranteeing its sustainability. Another important issue of the study is to understand how the company advertises its products and stimulate the use of cigarettes in Brazil, on behalf of a Brazilian Legislation that strongly restricts the Advertisement of cigarettes on the main national media.(AU)