ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE

Detalhes bibliográficos
Autor(a) principal: Freitas da Costa, Marconi
Data de Publicação: 2013
Outros Autores: de Cerqueira Penalva, Daniel, Ferreira Leite, Emanuel
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/42511
Resumo: When analyzing marketing in the Third Sector, it is essential to make it clear what concepts this research was based upon. The Third Sector marketing is nothing more than the marketing used by non-governmental organizations with the purpose of: making their ideas public, raising funds for their social projects, and attempting to change personal attitudes with respect to a social cause (KOTLER 1978). Firstly, it was necessary to gather theoretical material from periodicals, scientific articles, popular magazines with large distribution, among others. Next, some fieldwork was done to collect data from a number of Third Sector organizations that make use of any marketing strategies. From the compilation and crossing of such data, it was sought to analyze the results achieved with a view to identifying the form and types of marketing used by the NGOs.
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spelling ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFEANÁLISIS DE LA UTILIZACIÓN DEL MARKETING EN LAS ORGANIZACIONES NO GUBERNAMENTALES (ONGS) DE LA CIUDAD DE RECIFEANÁLISE DA UTILIZAÇÃO DO MARKETING NAS ORGANIZAÇÕES NÃO-GOVERNAMENTAIS (ONG’S) DA CIDADE DO RECIFEMarketingThird SectorPerformanceMarketingTercer sectorDesempeñoMarketingTerceiro SetorDesempenhoWhen analyzing marketing in the Third Sector, it is essential to make it clear what concepts this research was based upon. The Third Sector marketing is nothing more than the marketing used by non-governmental organizations with the purpose of: making their ideas public, raising funds for their social projects, and attempting to change personal attitudes with respect to a social cause (KOTLER 1978). Firstly, it was necessary to gather theoretical material from periodicals, scientific articles, popular magazines with large distribution, among others. Next, some fieldwork was done to collect data from a number of Third Sector organizations that make use of any marketing strategies. From the compilation and crossing of such data, it was sought to analyze the results achieved with a view to identifying the form and types of marketing used by the NGOs.Al analizarse el marketing en el Tercer Sector, es fundamental aclarar qué conceptos se ha tomado como base para llevar a cabo esta investigación. EL marketing en el Tercer Sector es, sencillamente, el marketing utilizado por las organizaciones no gubernamentales con el objetivo de: dar a conocer sus ideas, obtener financiación para sus proyectos sociales e intentar cambiar el comportamiento de las personas respecto de una causa social (KOTLER 1978). En primer lugar, se hizo necesario realizar el relevamiento del material teórico, divulgado en publicaciones periódicas, artículos científicos, revistas populares de gran difusión, entre otras publicaciones. Enseguida, se hizo una breve investigación para recoger datos de algunas organizaciones del Tercer Sector que utilizan alguna estrategia de marketing. A partir de la compilación y cruce de estos datos, se analizaron los resultados logrados con el objeto de identificar la forma y los tipos de marketing utilizados por las ONGs.Ao analisar o marketing no Terceiro Setor, é imprescindível deixar claro quais os conceitos foram tomados como base para realizar esta pesquisa. O marketing no Terceiro Setor é, tão somente, o marketing utilizado pelas organizações não-governamentais no intuito de: tornar pública suas idéias, arrecadar fundos para seus projetos sociais e para tentar mudar comportamentos de pessoas diante de uma causa social (KOTLER 1978). Primeiramente, foi necessário um levantamento do material teórico, publicado em periódicos, artigos científicos, revistas populares de grande circulação, dentre outras publicações. Em seguida, fez-se necessário uma breve pesquisa de campo para levantar dados de algumas organizações do Terceiro Setor que utilizam alguma estratégia de marketing. E a partir da compilação e cruzamento desses dados, buscou-se analisar os resultados obtidos. Com o intuito de identificar a forma e os tipos de marketing utilizados pelas (ONG’s).Universidade Federal do Rio Grande do Sul2013-09-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionScientific article;Artículo científico;Avaliado pelos paresartigo científico;application/pdfhttps://seer.ufrgs.br/index.php/read/article/view/42511Electronic Review of Administration; Vol. 10 No. 2 (2004): Edição 38 - mar/abr 2004Revista Electrónica de Administración; Vol. 10 Núm. 2 (2004): Edição 38 - mar/abr 2004Revista Eletrônica de Administração; v. 10 n. 2 (2004): Edição 38 - mar/abr 20041413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/42511/26920Freitas da Costa, Marconide Cerqueira Penalva, DanielFerreira Leite, Emanuelinfo:eu-repo/semantics/openAccess2013-09-10T18:20:40Zoai:seer.ufrgs.br:article/42511Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-09-10T18:20:40REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
ANÁLISIS DE LA UTILIZACIÓN DEL MARKETING EN LAS ORGANIZACIONES NO GUBERNAMENTALES (ONGS) DE LA CIUDAD DE RECIFE
ANÁLISE DA UTILIZAÇÃO DO MARKETING NAS ORGANIZAÇÕES NÃO-GOVERNAMENTAIS (ONG’S) DA CIDADE DO RECIFE
title ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
spellingShingle ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
Freitas da Costa, Marconi
Marketing
Third Sector
Performance
Marketing
Tercer sector
Desempeño
Marketing
Terceiro Setor
Desempenho
title_short ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
title_full ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
title_fullStr ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
title_full_unstemmed ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
title_sort ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE
author Freitas da Costa, Marconi
author_facet Freitas da Costa, Marconi
de Cerqueira Penalva, Daniel
Ferreira Leite, Emanuel
author_role author
author2 de Cerqueira Penalva, Daniel
Ferreira Leite, Emanuel
author2_role author
author
dc.contributor.author.fl_str_mv Freitas da Costa, Marconi
de Cerqueira Penalva, Daniel
Ferreira Leite, Emanuel
dc.subject.por.fl_str_mv Marketing
Third Sector
Performance
Marketing
Tercer sector
Desempeño
Marketing
Terceiro Setor
Desempenho
topic Marketing
Third Sector
Performance
Marketing
Tercer sector
Desempeño
Marketing
Terceiro Setor
Desempenho
description When analyzing marketing in the Third Sector, it is essential to make it clear what concepts this research was based upon. The Third Sector marketing is nothing more than the marketing used by non-governmental organizations with the purpose of: making their ideas public, raising funds for their social projects, and attempting to change personal attitudes with respect to a social cause (KOTLER 1978). Firstly, it was necessary to gather theoretical material from periodicals, scientific articles, popular magazines with large distribution, among others. Next, some fieldwork was done to collect data from a number of Third Sector organizations that make use of any marketing strategies. From the compilation and crossing of such data, it was sought to analyze the results achieved with a view to identifying the form and types of marketing used by the NGOs.
publishDate 2013
dc.date.none.fl_str_mv 2013-09-09
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Scientific article;
Artículo científico;
Avaliado pelos pares
artigo científico;
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42511
url https://seer.ufrgs.br/index.php/read/article/view/42511
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42511/26920
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 10 No. 2 (2004): Edição 38 - mar/abr 2004
Revista Electrónica de Administración; Vol. 10 Núm. 2 (2004): Edição 38 - mar/abr 2004
Revista Eletrônica de Administração; v. 10 n. 2 (2004): Edição 38 - mar/abr 2004
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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