Corporate Social Marketing: state of the art and proposition of a conceptual model
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista de Ciências da Administração |
Texto Completo: | https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2013v15n37p37 |
Resumo: | The debate about the development of social initiatives by business has usually been linked to the concept of social marketing. Founded on a platform originally linked to State action to solve social problems and attempt to promote change in the population behavior, this conception is reductionist and see the marketing initiative in social matters as synonymous of philanthropy, social responsibility or marketing of social cause. This article focuses on this issue, which is still unresolved theoretically within the discipline, and proposes a new concept for the development of social initiatives by business, which is synthesized in the proposition of a conceptual scheme of social marketing with a corporate character. In this way, it is approached the state of the art and are mentioned backgrounds, managerial issues, landmarks, nomenclature, and categories of corporate social marketing. At the end, the article presents assumptions, taxonomy, basic propositions and a conceptual scheme. |
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Revista de Ciências da Administração |
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Corporate Social Marketing: state of the art and proposition of a conceptual modelMarketing Social Corporativo: estado da arte e proposição de um esquema conceitualThe debate about the development of social initiatives by business has usually been linked to the concept of social marketing. Founded on a platform originally linked to State action to solve social problems and attempt to promote change in the population behavior, this conception is reductionist and see the marketing initiative in social matters as synonymous of philanthropy, social responsibility or marketing of social cause. This article focuses on this issue, which is still unresolved theoretically within the discipline, and proposes a new concept for the development of social initiatives by business, which is synthesized in the proposition of a conceptual scheme of social marketing with a corporate character. In this way, it is approached the state of the art and are mentioned backgrounds, managerial issues, landmarks, nomenclature, and categories of corporate social marketing. At the end, the article presents assumptions, taxonomy, basic propositions and a conceptual scheme.A discussão sobre o desenvolvimento de ações sociais por parte de empresas, em regra, tem estado vinculada à concepção de marketing social. Originariamente vinculada à ação do Estado para a resolução de problemas sociais e para incentivar mudança de comportamento da população, essa concepção é reducionista e trata a iniciativa empresarial de marketing no campo social como sinônimo de filantropia, responsabilidade social ou marketing de causa social. O artigo enfoca essa questão, ainda não resolvida teoricamente no âmbito da disciplina, e propõe uma nova concepção para o desenvolvimento de ações sociais por parte das empresas, a qual é sintetizada em um esquema conceitual de marketing social com caráter corporativo. Para tanto, faz-se um balanço do estado da arte e são assinalados antecedentes, questões gerenciais, marcos teóricos, nomenclatura e categorias de análise de marketing social corporativo. Ao término, são apresentados pressupostos, taxonomia, proposições básicas e a aplicação do esquema conceitual.Universidade Federal de Santa Catarina2013-12-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionEnsaio Teórico; Revisão de Literatura; Modelo Conceitualapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2013v15n37p3710.5007/2175-8077.2013v15n37p37Revista de Ciências da Administração; V.15 N.37 Dezembro de 2013; 37-512175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2013v15n37p37/26101Vieira, Francisco Giovanni DavidHiguchi, Agnaldo KeitiSchneider, RosemeriCorrêa, Patricia Soares Azolineinfo:eu-repo/semantics/openAccess2022-11-21T14:12:55Zoai:periodicos.ufsc.br:article/24319Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2022-11-21T14:12:55Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false |
dc.title.none.fl_str_mv |
Corporate Social Marketing: state of the art and proposition of a conceptual model Marketing Social Corporativo: estado da arte e proposição de um esquema conceitual |
title |
Corporate Social Marketing: state of the art and proposition of a conceptual model |
spellingShingle |
Corporate Social Marketing: state of the art and proposition of a conceptual model Vieira, Francisco Giovanni David |
title_short |
Corporate Social Marketing: state of the art and proposition of a conceptual model |
title_full |
Corporate Social Marketing: state of the art and proposition of a conceptual model |
title_fullStr |
Corporate Social Marketing: state of the art and proposition of a conceptual model |
title_full_unstemmed |
Corporate Social Marketing: state of the art and proposition of a conceptual model |
title_sort |
Corporate Social Marketing: state of the art and proposition of a conceptual model |
author |
Vieira, Francisco Giovanni David |
author_facet |
Vieira, Francisco Giovanni David Higuchi, Agnaldo Keiti Schneider, Rosemeri Corrêa, Patricia Soares Azoline |
author_role |
author |
author2 |
Higuchi, Agnaldo Keiti Schneider, Rosemeri Corrêa, Patricia Soares Azoline |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Vieira, Francisco Giovanni David Higuchi, Agnaldo Keiti Schneider, Rosemeri Corrêa, Patricia Soares Azoline |
description |
The debate about the development of social initiatives by business has usually been linked to the concept of social marketing. Founded on a platform originally linked to State action to solve social problems and attempt to promote change in the population behavior, this conception is reductionist and see the marketing initiative in social matters as synonymous of philanthropy, social responsibility or marketing of social cause. This article focuses on this issue, which is still unresolved theoretically within the discipline, and proposes a new concept for the development of social initiatives by business, which is synthesized in the proposition of a conceptual scheme of social marketing with a corporate character. In this way, it is approached the state of the art and are mentioned backgrounds, managerial issues, landmarks, nomenclature, and categories of corporate social marketing. At the end, the article presents assumptions, taxonomy, basic propositions and a conceptual scheme. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-10 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Ensaio Teórico; Revisão de Literatura; Modelo Conceitual |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2013v15n37p37 10.5007/2175-8077.2013v15n37p37 |
url |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2013v15n37p37 |
identifier_str_mv |
10.5007/2175-8077.2013v15n37p37 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufsc.br/index.php/adm/article/view/2175-8077.2013v15n37p37/26101 |
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 de Santa Catarina |
publisher.none.fl_str_mv |
Universidade Federal de Santa Catarina |
dc.source.none.fl_str_mv |
Revista de Ciências da Administração; V.15 N.37 Dezembro de 2013; 37-51 2175-8077 1516-3865 reponame:Revista de Ciências da Administração instname:Universidade Federal de Santa Catarina (UFSC) instacron:UFSC |
instname_str |
Universidade Federal de Santa Catarina (UFSC) |
instacron_str |
UFSC |
institution |
UFSC |
reponame_str |
Revista de Ciências da Administração |
collection |
Revista de Ciências da Administração |
repository.name.fl_str_mv |
Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC) |
repository.mail.fl_str_mv |
revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br |
_version_ |
1789435141764939776 |