MARKETING SOCIAL CORPORATIVO E EMPREENDEDORISMO SOCIAL

Kerla Mattiello, Francisco Giovanni David Vieira, Isolde Terezinha Santos Previdelli

Abstract


The present study is a synthesis of the results of a study accomplished as master's degree dissertation that looked for to evidence the actions of corporate social marketing (MSC) of great Brazilian companies creators of institutes or business foundations. The study looked for to analyze and to describe the programs of MSC and if this practice can influence the initiative of undertaking institutes and business foundations. The method of research of the type survey was used and as instrument of collection of data the questionnaire. The work treats of that phenomenon still unexplored for entrepreneurship researchers and of marketing, whose magnitude can be observed through empiric evidences found in the extent of GIFE - Group Foundation, Institutes and Companies, group chosen as research focus.

Key words: Corporate Social marketing. Social Entrepreneurship. Institutes. Foundations.

Keywords


Marketing Social Corporativo; Empreendedorismo Social; Institutos; Fundações.



DOI: http://dx.doi.org/10.7867/1980-4431.2008v13n4p72-88

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http://pkp.sfu.ca/node/3747

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