文章基本信息

标题：Marketing Social Corporativo: estado da arte e proposição de um esquema conceitual
本地全文：下载
作者：Francisco Giovanni David Vieira ; Agnaldo Keiti Higuchi ; Rosemeri Schneider 等
期刊名称：Revista de Ciências da Administração : RCA
印刷版ISSN：1516-3865
电子版ISSN：2175-8077
出版年度：2013
卷号：1
期号：1
页码：37-51
语种：Portuguese
出版社：Universidade Federal de Santa Catarina
摘要：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.
关键词：Marketing;Social;Corporativo;Modelo Conceitual