Made available in DSpace on 2016-04-25T16:45:00Z (GMT). No. of bitstreams: 1 Tonny Robert Martins da Costa.pdf: 1308296 bytes, checksum: 53f6270623b700621b59371072eb5983 (MD5) Previous issue date: 2007-10-23 / This work comes to argue if the exercise of the social responsibility is realized by the investors in the main stocks exchange of the world. We work the concepts and evolutions of social responsibility, sustainability, corporative governance, social marketing, sustainable development, environmental responsibility and take as countless reference cases for analysis. We verify the main indicators of social responsibility and the models and strategies used by the companies in the social responsibility. For corporative governance is worked as strategy that the companies finish incorporating in their flat and goals and treat the impacts of the law Sarbanes-Oxley (SOX) in this process, like the primer Brazilian Securities and Exchange Commission (CVM) addresses the companies in his behavior, the Social Stock Exchange (BVS) and Brazilian Institute of Corporate Governance (IBGC) as expressions of the ideal in the managerial system. Despite movements, strategies and actions in the sense of the social responsibility, sustainability and corporative governance of the companies, there are situations that demonstrate exactly a contrary position to these movements. The report of global heating of Nicolas Stern and an Al Gore's True Inconvenience show how are walking in the opposite direction. In the same way, the National Association of Executives of Finances (Anefac) in their countless reports, demonstrate the regarding economy is drained in their resources by juros exorbitant. The indicators of social welfare second Jean Gadrey and Florence Jany-Catrice show a contusing reality with regard to life, human development, life job and expectation of unlike form, as well as, the income concentration indices demonstrate an income desert for most population. The report Wider also goes at the same direction, demonstrating the existing inequalities. We also identify the Wealth in the Base of the Pyramid (BOP) like exit form for the populations that does not have as if to defend of the lion of the hunger, capital poverty and accumulation. Other identified problem is in political governance that favors the inequalities, because it is based on influences relations and not in the obedience to the laws. We arrive after analysis of the statistical data of quantitative form and qualitative the conclusion that there is not enough base to demonstrate that the appeals, faced problems and strategies adopted by the companies represent of significant form in the indices of the stocks exchange with appeal of social responsibility and sustainability / Este trabalho vem discutir se o exercício da responsabilidade social é percebido pelos investidores nas principais bolsas de valores do mundo. Trabalhamos os conceitos e evoluções de responsabilidade social, sustentabilidade, governança corporativa, marketing social, desenvolvimento sustentável, responsabilidade ambiental e tomamos como referência inúmeros casos para análise. Verificamos os principais indicadores de responsabilidade social e os modelos e estratégias utilizadas pela empresas na responsabilidade social. A governança corporativa é trabalhada como estratégia que as empresas acabam incorporando em seus planos e metas e tratamos os impactos da lei Sarbanes-Oxley (SOX) nesse processo, como a cartilha CVM direciona as empresas em seu comportamento, a Bolsa de Valores Sociais (BVS) e o Instituto Brasileiro de Governança Corporativa como expressões do ideal no sistema empresarial. Apesar dos movimentos, estratégias e ações no sentido da responsabilidade social, sustentabilidade e governança corporativa das empresas, existem situações que demonstram exatamente uma posição contrária a esses movimentos. O relatório de aquecimento global de Nicolas Stern e Uma Verdade Inconveniente de Al Gore demonstram como estamos andando no sentido contrário. Da mesma forma, a Associação Nacional de Executivos de Finanças (Anefac) em seus inúmeros relatórios, demonstram o quanto a economia é drenada em seus recursos pelos juros exorbitantes. Os indicadores de bem-estar social segundo Jean Gadrey e Florence Jany-Catrice mostram uma realidade contundente com relação a vida, desenvolvimento humano, emprego e expectativa de vida de forma desigual, assim como, os índices de concentração de renda demonstram um deserto de renda para a maioria da população. O relatório Wider também vai na mesma direção, demonstrando as desigualdades existentes. Identificamos também a Riqueza na Base da Pirâmide (BOP) como forma de saída para as populações que não tem como se defender do leão da fome, miséria e acúmulo de capital. Outro problema identificado está na governança política que favorece as desigualdades, pois está baseada nas relações de influências e não na obediência às leis. Chegamos após análise dos dados estatísticos de forma quantitativa e qualitativa a conclusão de que não existe base suficiente para demonstrar que os apelos, problemas enfrentados e estratégias adotadas pelas empresas representem de forma significativa nos índices das bolsas de valores com apelo de responsabilidade social e sustentabilidade

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The voluntary blood donation issue is topical in the Czech Republic since the number of blood donors has not yet reached the number of donors existing in the neighboring countries. Because of this fact the Czech Blood Cross together with transfusion services centers in the Czech Republic and in cooperation with various organizations, e.g. Czech Radio, do their best to obtain new voluntary blood donors via blood donation campaigns. Language of these campaigns is mainly of persuasive character. As such, it is often viewed as a means of white propaganda which stems from factual information and whose aim is to persuade the consumer of the message about the legitimacy of its ideology. White propaganda also helps to build trust which is lately used. In other words, the consumer of the message becomes blood donor. The thesis analyzes persuasive linguistic means of propaganda present in online discourse of the selected campaigns. On the basis of learned facts, the thesis also tries to characterize this discourse type; moreover, it makes suggestions for designing a new blood donation campaign.

A tecnologia da informação e comunicação é um fator importante no desenvolvimento futuro da indústria de serviços financeiros, com especial atenção ao setor bancário. A maioria dos bancos utiliza a Internet como um canal estratégico de distribuição onde seus serviços e produtos possuem uma relação muito próxima com o conceito mais amplo possível de marketing, aquele que descreve plenamente um ambiente e um nicho de negócio e onde o desenvolvimento e evolução deste canal associa-se diretamente a própria evolução do marketing em si. O tema central deste trabalho é apresentar uma revisão bibliográfica sobre o canal Internet Banking analisando as principais questões e desafios referentes às fraudes eletrônicas e suas ameaças, além de descrever o impacto das mídias sociais que estão ocasionando dentro das corporações. Realiza-se também um paralelo de como os serviços e produtos bancários acompanharam de perto a evolução do marketing e como, hoje, neste momento de transição de um paradigma econômico para outro, estes dois modelos se relacionam em um ponto específico: a tendência das fraudes no ambiente de Internet Banking e sua evolução para o Social Banking. Analisam-se também quais caminhos serão abertos dentro do novo paradigma de economia e marketing sociais para este tipo de ocorrência. Para atenuar de forma eficaz o risco de fraude, é importante implementar um amplo programa decisório para prevenção, que se estenda além de um conjunto de controles internos sofisticados em todos os níveis e divisões de uma organização. Finalmente, a conclusão e perspectivas futuras da evolução do Internet Banking para o Social Banking com uma análise da evolução das ameaças e fraudes eletrônicas neste novo canal. / Information technology and communication is an important factor in the future development of the financial services industry, with particular attention to the banking sector. Most banks use the Internet as a strategic distribution channel where its services and products have a very close relationship with the broader concept of marketing, one that fully describes an environment and a niche business and where the development and evolution of this channel is directly associated with the evolution of the marketing itself. The central theme of this work is to present a literature review on the Internet Banking channel analyzing key issues and challenges related to electronic fraud and threats, and describes the impact of social media is causing in corporations. Additionally to the threats on the Internet Banking, this work brings an analyze of how the banking products and services are closely followed by the marketing evolution and how at this moment of transition from a economic perspective to another, these two business models are co-related to a specific aspect: The future and trends of the electronic fraud on the Internet Banking towards the evolution to the Social Banking. It also analyzes which paths will also open within the new paradigm of economics and social marketing for this type of occurrence. To effectively mitigate the risk of fraud, it is important to implement a comprehensive decision-making prevention program that extends beyond a sophisticated set of internal controls at all levels and divisions of an organization. Finally, the conclusion and future prospects of the development of Internet Banking for Social Banking with an analysis of the evolution of electronic fraud and threats in this new channel.

Submitted by Michel Rocha (michelrocha7@hotmail.com) on 2013-05-08T19:29:29Z No. of bitstreams: 1 marketing -Rocha - dissertacao vfinal.pdf: 680769 bytes, checksum: 850e0cd985dc5ec57d2551decd2c1d7d (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-05-08T19:46:21Z (GMT) No. of bitstreams: 1 marketing -Rocha - dissertacao vfinal.pdf: 680769 bytes, checksum: 850e0cd985dc5ec57d2551decd2c1d7d (MD5) / Made available in DSpace on 2013-05-08T20:02:16Z (GMT). No. of bitstreams: 1 marketing -Rocha - dissertacao vfinal.pdf: 680769 bytes, checksum: 850e0cd985dc5ec57d2551decd2c1d7d (MD5) Previous issue date: 2013-04-09 / According to the Marketing´s specific literature, the topic of Corporate Social Responsibility (CSR) has often been driven by companies in order to anticipate the behavior of consumers who are increasingly demanding this type of initiative, setting up as an act of Social Marketing. Research indicates that, despite the claiming to be prone to consider the social attitudes of the companies in their purchasing choices, the consumer does not act in accordance with their stated intentions, creating a gap between intention and purchase behavior. The objective of this dissertation, taking as its starting point the observation of the Vivo´s deployment of 3G coverage in the community of Belterra-PA is to check the importance of stakeholder consumer regarding the context of Corporate Social Responsibility through two observation points: from the companies perspective, verifying if the consumer is considered among the motivators for managers at the time of investment decision in Corporate Social Responsibility actions, and from the consumers perspective, verifying if the Brazilians consumers value and legitimize these initiatives through their buying behavior. We start from an extensive literature review about Corporate Social Responsibility in order to trace how this topic has been linked to the field of Marketing. Regarding to the companies motivators, we wrote a case study about the project “Conexão Belterra” having as information sources magazines, blogs, company executives’ in-depth interviews and academic work research (Cruz, 2002). Despite the observation this action is aligned with its mission and objective, the company did not consider the consumer as a key motivator when implementing this CSR initiative. In relation to the consumer behavior, we locate the Öberseder, Schlegelmilch e Gruber (2011) paper, whose theoretical and methodological approach, as well the roadmap for research, served us as a guide for the development of our own empirical research. We conducted a qualitative study with 16 indepth interviews in order to explore how consumers’ perceptions about SR interfere in their evaluation process as purchasing behavior. Our results largely corroborate in the same direction of the results of Öberseder, Schlegelmilch e Gruber (2011), although bringing new specific socio-cultural aspects regarding Brazil contexto. / Segundo literatura específica do marketing, o tema de responsabilidade social empresarial (RSE) tem sido, muitas vezes, conduzido pelas empresas com o objetivo de antecipar o comportamento de consumidores que estão demandando cada vez mais esse tipo de iniciativa, configurando-se como uma ação de marketing social. Pesquisas indicam que, apesar de afirmar estar propenso a considerar as atitudes sociais das empresas em suas escolhas de compra, o consumidor não age de acordo com suas intenções declaradas, criando aparentemente uma lacuna entre intenção e comportamento de compra. O objetivo deste trabalho, tendo como ponto de partida a implantação de cobertura 3G na cidade de Belterra, no Pará, pela Vivo, é verificar a importância do stakeholder cliente dentro do contexto RSE da Vivo, por meio de dois pontos de observação: pela ótica das empresas, se o consumidor está entre os motivadores considerados pelos gestores no momento de decisão de investimento na condução de ações de RSE, e, pela ótica dos consumidores, se os brasileiros valorizam e legitimam essas iniciativas com a concretização do seu comportamento de compra. Partimos de uma extensa revisão bibliográfica sobre RSE, a fim de localizarmos, na literatura, como este tema tem sido atrelado ao campo do marketing. Em relação à observação dos motivadores das empresas, compusemos um estudo de caso sobre o projeto Conexão Belterra, tendo como fonte de informação revistas, blogs, entrevistas com executivos da empresa e pesquisa em um trabalho acadêmico dedicado ao levantamento dos resultados dessa implantação (CRUZ, 2002). Apesar de observar que a escolha dessa ação está alinhada com a missão e objetivo da empresa, exemplificando bem a relação entre seu negócio e a sociedade, essa decisão não teve o consumidor como um motivador-chave para sua condução. Em relação ao comportamento do consumidor, localizamos o trabalho desenvolvido por Öberseder, Schlegelmilch e Gruber (2011), cuja base teórica e metodológica, bem como o roteiro de pesquisa, serviu de guia para o desenvolvimento da nossa própria pesquisa empírica. Conduzimos uma pesquisa qualitativa, com 16 entrevistas em profundidade, a fim de explorarmos como as percepções acerca de ações de RSE interferem no processo de avaliação dos consumidores como critério de compra. Os resultados alcançados corroboram, em grande parte, os resultados da pesquisa de Öberseder, Schlegelmilch e Gruber (2011), embora tragam aspectos novos específicos do contexto sociocultural brasileiro.

El presente estudio analiza cómo la gestión de la comunicación es aplicada por un centro de salud privado en Lima, Perú, para promocionar la salud sexual y reproductiva, y de esta manera, generar cambios más saludables en los conocimientos, actitudes y prácticas de las personas. Se identificarán los medios utilizados para la planeación, gestión y evaluación de la campaña, y los factores que influyeron en su elección. También se analizará el desarrollo de la estrategia de comunicación planeada y la valoración de esta. Para realizar esta investigación con un diseño fenomenológico, y desde un paradigma interpretativo, la técnica de recolección de datos será la entrevista semiestructurada, que mantiene un equilibrio entre la estructura de una conversación guiada y la flexibilidad de poder utilizar un acercamiento creativo para aprovechar la entrevista desde distintos ángulos y enfoques que nos permitan conseguir resultados más fiables y certeros. El análisis de los resultados será temático. Bajo esta perspectiva, se identificarán a mayor detalle los patrones y los temas de mayor importancia en base al análisis de las entrevistas, obteniendo así una mejor comprensión del fenómeno en cuestión. / The present study analyzes how communication management is applied by a private health center in Lima-Peru to promote sexual and reproductive health and, also, contribute to generate healthier changes on people's knowledge, attitudes and practices. The resources applied for the planning and evaluation of the campaign will be identified, along with a justification for their use. The development of the planned communication strategy and its evaluation will also be analyzed. To carry out this research with a phenomenological design, and from an interpretive model, the data collection technique will be the semi-structured interview, which maintains a balance between the structure of a guided conversation and the flexibility to use a creative approach to take advantages of variety of angles and perspectives which will allow us to achieve more reliable and accurate results. The analysis of the results will be thematic. Through this perspective, it will be able to identify in greater detail the most important patterns and themes based on the analysis of interviews, thus getting a better understanding of the phenomenon in question. / Trabajo de investigación

The diploma thesis "Social advertising opportunities in the practice of the Czech social work" is devoted to the relatively new advertising genre for our society- the social advertising, and how social workers can now use this type of advertising in their activities. The thesis defines the concept of public service advertising, describes the history of its origin and the level of development in some countries, and also by whom and for what purposes it is mainly used. The author aims to answer the question whether PSA can be considered as one of the tools of the social work, which gives us an opportunity to draw public attention to the existing social problems, find ways to solve these problems and prevent the occurrence of new pathological phenomena. The diploma thesis also focuses on social marketing, which is closely related to social advertising and should be used for the success of any social campaign, as well as on new trends in the activities of commercial organizations. These trends are identified as Corporate Social Responsibility. The conclusion is devoted to the description of problematic aspects of social advertising and its use in the social work, and the measures that can be taken for the development of social advertising in the Czech Republic in general and specifically in the...

The diploma thesis focuses on social enterprises and their use of marketing tools for their communication. In its first part the field where they operate within the Czech Republic is laid out including the legislative setting. Since the concept is relatively new here, approaches and inspiration from abroad are a cited. The part dedicated to marketing introduces different approaches to marketing presentations and to the overall communication of social enterprises and social firms. The outcome of this was to portray the possibilities of their communication with their target audiences. The research itself looks at the communication of social enterprises from several viewpoints. First of all it aims to show the approach taken by the subjects of social economy themselves. This is done through questionnaires and content analysis of documents. Also the view on the matter is expressed through an interview with a consultant of NESsT, an organization which deals with the theme of social entrepreneurship. The last angle, which is represented by a questionnaire for a selected segment of the public looks at their view of social enterprises and firms and their communication.

Solicitud de embargo por publicación en revista indexada. / El marketing social, se puede decir que usa las mismas técnicas que el marketing tradicional, para motivar, así, un cambio de comportamiento que beneficie a la sociedad en general. Este estudio tiene como objetivo principal conocer los factores que explican el comportamiento frente al reciclaje doméstico, con el objetivo de desarrollar una estrategia de comunicación y marketing que promueva una rentabilidad de ingresos mínimos. El estudio se basó en un modelo de ecuaciones estructurales o SEM (por sus siglas en inglés), el cual se centra en tres factores que componen la teoría del comportamiento planificado (TPB). Adicionalmente se incluyeron cuatro variables más, a saber: conciencia ambiental, normas morales, los factores situacionales y el servicio e infraestructura para reciclar. Los resultados de 254 cuestionarios válidos revelan que la norma subjetiva, o presión social, fue el único de los tres componentes de la TPB en tener un efecto significativo en la intención de reciclar. Teniendo en cuenta que la presión social es el factor que más influye en la conducta del reciclaje, por lo que se recomienda una estrategia de marketing que maximice la visibilidad de esta actividad, y que dé relevancia a la participación de los vecinos dentro de esta. / Social marketing uses the same techniques as traditional marketing to influence behavior to benefit individuals and society. The main objective of this study is to find out what factors explain household recycling behavior to guide the development of a marketing strategy to promote this behavior. The study was based on a structural equation model using the three factors that make up the Theory of Planned Behavior (TPB). In addition, four more variables were analyzed: environmental awareness, moral standards, situational factors, and recycling service and infrastructure. The results of 254 valid questionnaires reveal that the subjective norm - or social pressure - was the only one of the three components of the TPB to affect the intention to recycle significantly. Considering the role social pressure has on recycling behavior, it is necessary to implement a marketing strategy that maximizes the visibility of this activity and includes the participation of neighbors as much as possible. / Tesis / PE

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