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Previous issue date: 1991 / Marketing as a social product, has been created, raised and spread alI over the world mainly as a tool to serve private, micro-economic, l?rofit, short run interests. Over the last twenty years,a steadly growing trend has been noticed in this field,due to the evidences that marketing has not delivered what it had promissed: society's needs fullfillment. Several American theorists and practioners marketino and non marketing specialists - are considered to have contributed to this evaluation of the marketing concept which has led to consolidate new 'sub-disciolines' in the core o f marketing, name ly: 'non business' (not for profi ti non orofit organizations, public services, government) 'political candidates', 'health, education, social services'; 'ideas and social causes' marketing. This paper deals with the latter marketing subdiscipline , that applied to social causes and i ts oocasional contributions to Brazilian socio-economic development, considering both marketing and moral/ethical frameworks. The work suggests that are, have been and will be several possibilities of applying social marketing as a planning and implementing tool for both theorists and practioners of administration.
| Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/8719 |
| Date | January 1991 |
| Creators | Gonçalves, Lopes |
| Contributors | Rocha, Angela da, Saravia, Enrique J., Escolas::EBAPE, Cavalcanti, Bianor Scelza |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
| Rights | Todo cuidado foi dispensado para respeitar os direitos autorais deste trabalho. Entretanto, caso esta obra aqui depositada seja protegida por direitos autorais externos a esta instituição, contamos com a compreensão do autor e solicitamos que o mesmo faça contato através do Fale Conosco para que possamos tomar as providências cabíveis., info:eu-repo/semantics/openAccess |
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