Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 31756
Social Marketing and Nonprofit Organizations

Authors: Marconi Freitas-da-Costa, Watsan C. Silva, Thaís S. Paula, Débora O. Silva, Maria G. Vieira


Today the social marketing was constituted as a tool of significant value in what he refers to the promotion of changes of behaviors, attitudes end practices. With the objective of analyzing the benefits that the social marketing can bring for the organizations that use it the research was of the exploratory and descriptive. In the present study the comparative method was used, through a qualitative approach, to analyze the activities developed by three institutions: the Recovery Center Rosa de Saron, the House of Recovery for addicts and Teen Challenge Institute Children's Cancer of the Wasteland (ICIA), kindred of pointing out the benefits of the social marketing in organizations that don-t seek the profit.

Keywords: Social marketing, organizations of the third section, social changes

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2042


[1] P. M. MENDONÇA; P. C. SHOMMER, "The social marketing and their relations with the social: conceptual dimensions and strategy." CDROM, Meeting of National Association of the Business Postgraduate, 24, 2000, Proceedings..., Florianópolis, Brazil, ANPAD, 2000.
[2] M. COBRA. "Basic marketing: an Brazilian approach." 4ª ed., São Paulo: Atlas, 1997.
[3] P. KOTLER, "Marketing for the nonprofit organizations." São Paulo: Atlas, 1978.
[4] M. R. SCHIAVO, "Concept and evolution of social marketing." Social Conjuncture. São Paulo 1(1), 25-9, mai.1999.
[5] J. L. MARTÍNEZ, "Publicidad para causas sociales: argumentos racionales vs. argumentos emocionales." Boletín de Medios de Comunicación, ene/feb/mar. N. 195, 1999.
[6] R. C. FERNANDES, "Private but public." Rio de Janeiro: Relume Dumará. 1994.
[7] M. A. ALVES, "Thrid Sector: the origins of concept." CD-ROM, Meeting of National Association of the Business Postgraduate, 2002, Proceedings..., Salvador, Brazil, ANPAD, 2002.
[8] A.S. TEODÓSIO, "The third sector and the provision of social policies: challenges, perspectives, and traps of the relation between the organization of civil society and the state of Minas Gerais." Congress about the economy of the state of Minas Gerais (Brazil), 5. 2002, Diamantina: UFMG, 2002.
[9] M. SERVA, "The administrative rationality demonstrated in the administrative practice." Journal of Business Management. São Paulo: v.37, n.2, p. 18-30, abr/jun. 1997.
[10] F. TENÓRIO, "Managament of nonproft organizations: main functions administrations." Rio de Janeiro: Editora da Fundação Getúlio Vargas, 1997.
[11] P. KOTLER, E. L. ROBERTO, "Social marketing: strategy to change the public behavior." Rio de Janeiro: Campus, 1992.
[12] L. SALAMON, "Strategies to strengthen the third sector." Iberoamerican Meeting to hte Third, Sector, 3, Rio de Janeiro, 1996.
[13] E. WELZEL, D. C. BORBA, "The effectiveness of the socials projects under the view of social marketing." CD-ROM, Meeting of National Association of the Business Postgraduate, 2004, Proceedings..., Curitiba, Brazil, ANPAD, 2004.
[14] A.R. LEVEK, et al. "The social responsibility and its interface with the social marketing. Journal of FAE, Curitiba, v.5, n.2, p.15-25, maio/ago. 2002.
[15] L. M. ATUCHA, S. C. LORA, "Marketing Social: Aproximaciones Teóricas Desde la Práctica." La Paz, SEAMOS, 1995.
[16] F. P. MELO NETO, C. FROES, "Social responsibility and company citizenship: the management of third sector." Rio de Janeiro: Qualitymark, 1999.
[17] P. KOTLER, K. L. KELLER, "Marketing management." Ed. Prentice Hall Brazil, 12ª ed., 2006.
[18] W. G. FORTES, "Transmarketing: advances strategies of public relations in the marketing-s field." São Paulo: Summus editorial, 1999.
[19] M. FREITAS-DA-COSTA, D. C. PENALVA, E. F. LEITE, "Analysis of the usage of the social marketing in the nonprofit organizations in Recife city." Electronic Journal of Management, v. 10, p. 2004.
[20] S. C. VERGARA, "Projects and reports of research in management." 10 ed. São Paulo: Atlas, 2009.
[21] O. FACHIN, "Basis of methodology." 5. Ed. São Paulo: Saraiva, 2006.
[22] R. H. SAMPIERI, C. F. COLLADO, P. B. LUCIO, "Research-s methodology." 3 ed. São Paulo: McGraw-hill, 2006.
[23] S. M. A. ROESCH, "Projects of probations and the research in management." 2. ed. São Paulo: Atlas, 1999.
[24] H. MARSHALL, "Discourse analysis in na occupational context." In: CASSELL, C.; Symon, g. (Org.). Qualitative methods in organizational research: a practical guide. Londres: Sage, 1994.
[25] R. P. WEBER, "Basic content analysis." Newbury Park: Sage, 1990.
[26] W. J. GOODE, T. K. HATT, "Methods in social research." Nova York: McGraw Hill, 1952.
[27] E. C. KIEL, R. BOEING-DA-SILVEIRA, "Inovations of social marketing in a third sector organization." Jounral of Management and Inovation, v. 4, p. 67-81, 2007.