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Social Marketing and Nonprofit Organizations
<!DOCTYPE html> <html lang="en" dir="ltr"> <head> <!-- Google tag (gtag.js) --> <script async src="https://www.googletagmanager.com/gtag/js?id=G-P63WKM1TM1"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-P63WKM1TM1'); </script> <!-- Yandex.Metrika counter --> <script type="text/javascript" > (function(m,e,t,r,i,k,a){m[i]=m[i]||function(){(m[i].a=m[i].a||[]).push(arguments)}; m[i].l=1*new Date(); for (var j = 0; j < document.scripts.length; j++) {if (document.scripts[j].src === r) { return; }} k=e.createElement(t),a=e.getElementsByTagName(t)[0],k.async=1,k.src=r,a.parentNode.insertBefore(k,a)}) (window, document, "script", "https://mc.yandex.ru/metrika/tag.js", "ym"); ym(55165297, "init", { clickmap:false, trackLinks:true, accurateTrackBounce:true, webvisor:false }); </script> <noscript><div><img src="https://mc.yandex.ru/watch/55165297" style="position:absolute; left:-9999px;" alt="" /></div></noscript> <!-- /Yandex.Metrika counter --> <!-- Matomo --> <!-- End Matomo Code --> <title>Social Marketing and Nonprofit Organizations</title> <meta name="description" content="Social Marketing and Nonprofit Organizations"> <meta name="keywords" content="Social marketing, organizations of the third section, social changes"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <meta name="citation_title" content="Social Marketing and Nonprofit Organizations"> <meta name="citation_author" content="Marconi Freitas-da-Costa"> <meta name="citation_author" content="Watsan C. Silva"> <meta name="citation_author" content="Thaís S. Paula"> <meta name="citation_author" content="Débora O. Silva"> <meta name="citation_author" content="Maria G. Vieira"> <meta name="citation_publication_date" content="2011/05/23"> <meta name="citation_journal_title" content="International Journal of Economics and Management Engineering"> <meta name="citation_volume" content="5"> <meta name="citation_issue" content="5"> <meta name="citation_firstpage" content="462"> <meta name="citation_lastpage" content="467"> <meta name="citation_pdf_url" content="https://publications.waset.org/6105/pdf"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block d-lg-none navbar-toggler ml-auto" type="button" data-toggle="collapse" data-target="#navbarMenu" aria-controls="navbarMenu" aria-expanded="false" aria-label="Toggle navigation"> <span class="navbar-toggler-icon"></span> </button> <div class="w-100"> <div class="d-none d-lg-flex flex-row-reverse"> <form method="get" action="https://waset.org/search" class="form-inline my-2 my-lg-0"> <input class="form-control mr-sm-2" type="search" placeholder="Search Conferences" value="" name="q" aria-label="Search"> <button class="btn btn-light my-2 my-sm-0" type="submit"><i class="fas fa-search"></i></button> </form> </div> <div class="collapse navbar-collapse mt-1" id="navbarMenu"> <ul class="navbar-nav ml-auto align-items-center" id="mainNavMenu"> <li class="nav-item"> <a class="nav-link" href="https://waset.org/conferences" title="Conferences in 2024/2025/2026">Conferences</a> </li> <li class="nav-item"> <a class="nav-link" href="https://waset.org/disciplines" title="Disciplines">Disciplines</a> </li> <li class="nav-item"> <a class="nav-link" href="https://waset.org/committees" rel="nofollow">Committees</a> </li> <li class="nav-item dropdown"> <a class="nav-link dropdown-toggle" href="#" id="navbarDropdownPublications" role="button" data-toggle="dropdown" aria-haspopup="true" aria-expanded="false"> Publications </a> <div class="dropdown-menu" aria-labelledby="navbarDropdownPublications"> <a class="dropdown-item" href="https://publications.waset.org/abstracts">Abstracts</a> <a class="dropdown-item" href="https://publications.waset.org">Periodicals</a> <a class="dropdown-item" href="https://publications.waset.org/archive">Archive</a> </div> </li> <li class="nav-item"> <a class="nav-link" href="https://waset.org/page/support" title="Support">Support</a> </li> </ul> </div> </div> </nav> </div> </header> <main> <div class="container mt-4"> <div class="row"> <div class="col-md-9 mx-auto"> <form method="get" action="https://publications.waset.org/search"> <div id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value=""> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 33093</div> </div> </div> </div> <div class="card publication-listing mt-3 mb-3"> <h5 class="card-header" style="font-size:.9rem">Social Marketing and Nonprofit Organizations</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=Marconi%20Freitas-da-Costa">Marconi Freitas-da-Costa</a>, <a href="https://publications.waset.org/search?q=Watsan%20C.%20Silva"> Watsan C. Silva</a>, <a href="https://publications.waset.org/search?q=Tha%C3%ADs%20S.%20Paula"> Thaís S. Paula</a>, <a href="https://publications.waset.org/search?q=D%C3%A9bora%20O.%20Silva"> Débora O. Silva</a>, <a href="https://publications.waset.org/search?q=Maria%20G.%20Vieira"> Maria G. Vieira</a> </p> <p class="card-text"><strong>Abstract:</strong></p> 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. <iframe src="https://publications.waset.org/6105.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Social%20marketing" title="Social marketing">Social marketing</a>, <a href="https://publications.waset.org/search?q=organizations%20of%20the%20third%20section" title=" organizations of the third section"> organizations of the third section</a>, <a href="https://publications.waset.org/search?q=social%20changes" title=" social changes"> social changes</a> </p> <p class="card-text"><strong>Digital Object Identifier (DOI):</strong> <a href="https://doi.org/10.5281/zenodo.1062280" target="_blank">doi.org/10.5281/zenodo.1062280</a> </p> <a href="https://publications.waset.org/6105/social-marketing-and-nonprofit-organizations" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/6105/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/6105/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/6105/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/6105/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/6105/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/6105/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/6105/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/6105/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/6105/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/6105/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/6105.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">2265</span> </span> <p class="card-text"><strong>References:</strong></p> <br>[1] P. M. MENDON├çA; 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..., Florian├│polis, Brazil, ANPAD, 2000. <br>[2] M. COBRA. "Basic marketing: an Brazilian approach." 4┬¬ ed., S├úo Paulo: Atlas, 1997. <br>[3] P. KOTLER, "Marketing for the nonprofit organizations." S├úo Paulo: Atlas, 1978. <br>[4] M. R. SCHIAVO, "Concept and evolution of social marketing." Social Conjuncture. S├úo Paulo 1(1), 25-9, mai.1999. <br>[5] J. L. MART├ìNEZ, "Publicidad para causas sociales: argumentos racionales vs. argumentos emocionales." Bolet├¡n de Medios de Comunicaci├│n, ene/feb/mar. N. 195, 1999. <br>[6] R. C. FERNANDES, "Private but public." Rio de Janeiro: Relume Dumar├í. 1994. <br>[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. <br>[8] A.S. TEOD├ôSIO, "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. <br>[9] M. SERVA, "The administrative rationality demonstrated in the administrative practice." Journal of Business Management. S├úo Paulo: v.37, n.2, p. 18-30, abr/jun. 1997. <br>[10] F. TEN├ôRIO, "Managament of nonproft organizations: main functions administrations." Rio de Janeiro: Editora da Funda├º├úo Get├║lio Vargas, 1997. <br>[11] P. KOTLER, E. L. ROBERTO, "Social marketing: strategy to change the public behavior." Rio de Janeiro: Campus, 1992. <br>[12] L. SALAMON, "Strategies to strengthen the third sector." Iberoamerican Meeting to hte Third, Sector, 3, Rio de Janeiro, 1996. <br>[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. <br>[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. <br>[15] L. M. ATUCHA, S. C. LORA, "Marketing Social: Aproximaciones Te├│ricas Desde la Pr├íctica." La Paz, SEAMOS, 1995. <br>[16] F. P. MELO NETO, C. FROES, "Social responsibility and company citizenship: the management of third sector." Rio de Janeiro: Qualitymark, 1999. <br>[17] P. KOTLER, K. L. KELLER, "Marketing management." Ed. Prentice Hall Brazil, 12┬¬ ed., 2006. <br>[18] W. G. FORTES, "Transmarketing: advances strategies of public relations in the marketing-s field." S├úo Paulo: Summus editorial, 1999. <br>[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. <br>[20] S. C. VERGARA, "Projects and reports of research in management." 10 ed. S├úo Paulo: Atlas, 2009. <br>[21] O. FACHIN, "Basis of methodology." 5. Ed. S├úo Paulo: Saraiva, 2006. <br>[22] R. H. SAMPIERI, C. F. COLLADO, P. B. LUCIO, "Research-s methodology." 3 ed. S├úo Paulo: McGraw-hill, 2006. <br>[23] S. M. A. ROESCH, "Projects of probations and the research in management." 2. ed. S├úo Paulo: Atlas, 1999. <br>[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. <br>[25] R. P. WEBER, "Basic content analysis." Newbury Park: Sage, 1990. <br>[26] W. J. GOODE, T. K. HATT, "Methods in social research." Nova York: McGraw Hill, 1952. <br>[27] E. C. KIEL, R. BOEING-DA-SILVEIRA, "Inovations of social marketing in a third sector organization." 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