Social marketing in Brazil. History, challenges, and an agenda for the future
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | |
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. |
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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 |
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info:eu-repo/semantics/openAccess |
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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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137334700015616 |