Social marketing in Brazil. History, challenges, and an agenda for the future

Detalhes bibliográficos
Autor(a) principal: Mazzon,José
Data de Publicação: 2017
Outros Autores: Carvalho,Hamilton
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://scielo.pt/scielo.php?script=sci_arttext&pid=S1645-44642017000300003
Resumo: Several decades after its birth, social marketing has never become a mainstream tool in the repertoire of social actors designing programs for behavior change in Brazil. Misconceptions about marketing and prejudice against its use in social programs hinder the development of the discipline and its full consideration by upstream social actors. The paper describes a sample of academic studies and key programs that marked the first phase of social marketing in the country. Among the programs, three deserve special attention: the Brazilian Workers' Food, the fight against HIV and the “Zé Gotinha” vaccination programs. The paper also presents a discussion on barriers and opportunities for social marketing in Brazil, including a three points agenda for accelerating its diffusion.
id RCAP_cdf6a1ac5532d8040cd2bda2f86973b0
oai_identifier_str oai:scielo:S1645-44642017000300003
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Social marketing in Brazil. History, challenges, and an agenda for the futureSocial MarketingMarketingCommunicationSeveral decades after its birth, social marketing has never become a mainstream tool in the repertoire of social actors designing programs for behavior change in Brazil. Misconceptions about marketing and prejudice against its use in social programs hinder the development of the discipline and its full consideration by upstream social actors. The paper describes a sample of academic studies and key programs that marked the first phase of social marketing in the country. Among the programs, three deserve special attention: the Brazilian Workers' Food, the fight against HIV and the “Zé Gotinha” vaccination programs. The paper also presents a discussion on barriers and opportunities for social marketing in Brazil, including a three points agenda for accelerating its diffusion.INDEG-IUL - ISCTE Executive Education2017-12-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S1645-44642017000300003Revista de Gestão dos Países de Língua Portuguesa v.16 n.3 2017reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S1645-44642017000300003Mazzon,JoséCarvalho,Hamiltoninfo:eu-repo/semantics/openAccess2024-02-06T17:17:24Zoai:scielo:S1645-44642017000300003Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:26:01.117969Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Social marketing in Brazil. History, challenges, and an agenda for the future
title Social marketing in Brazil. History, challenges, and an agenda for the future
spellingShingle Social marketing in Brazil. History, challenges, and an agenda for the future
Mazzon,José
Social Marketing
Marketing
Communication
title_short Social marketing in Brazil. History, challenges, and an agenda for the future
title_full Social marketing in Brazil. History, challenges, and an agenda for the future
title_fullStr Social marketing in Brazil. History, challenges, and an agenda for the future
title_full_unstemmed Social marketing in Brazil. History, challenges, and an agenda for the future
title_sort Social marketing in Brazil. History, challenges, and an agenda for the future
author Mazzon,José
author_facet Mazzon,José
Carvalho,Hamilton
author_role author
author2 Carvalho,Hamilton
author2_role author
dc.contributor.author.fl_str_mv Mazzon,José
Carvalho,Hamilton
dc.subject.por.fl_str_mv Social Marketing
Marketing
Communication
topic Social Marketing
Marketing
Communication
description Several decades after its birth, social marketing has never become a mainstream tool in the repertoire of social actors designing programs for behavior change in Brazil. Misconceptions about marketing and prejudice against its use in social programs hinder the development of the discipline and its full consideration by upstream social actors. The paper describes a sample of academic studies and key programs that marked the first phase of social marketing in the country. Among the programs, three deserve special attention: the Brazilian Workers' Food, the fight against HIV and the “Zé Gotinha” vaccination programs. The paper also presents a discussion on barriers and opportunities for social marketing in Brazil, including a three points agenda for accelerating its diffusion.
publishDate 2017
dc.date.none.fl_str_mv 2017-12-01
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://scielo.pt/scielo.php?script=sci_arttext&pid=S1645-44642017000300003
url http://scielo.pt/scielo.php?script=sci_arttext&pid=S1645-44642017000300003
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv http://scielo.pt/scielo.php?script=sci_arttext&pid=S1645-44642017000300003
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv text/html
dc.publisher.none.fl_str_mv INDEG-IUL - ISCTE Executive Education
publisher.none.fl_str_mv INDEG-IUL - ISCTE Executive Education
dc.source.none.fl_str_mv Revista de Gestão dos Países de Língua Portuguesa v.16 n.3 2017
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799137334700015616