Social marketing in Brazil History, challenges and an agenda for the future
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| Format: | Artículo científico |
| Language: | en |
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ISCTE-Instituto Universitário de Lisboa
2017
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| _version_ | 1876438429045096448 |
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| author | José Mazzon |
| author_facet | José Mazzon |
| contents | Social marketing in Brazil History, challenges and an agenda for the future José Mazzon Hamilton Coimbra Carvalho Administración y Contabilidad Marketing Communication Social Marketing Several decades after its birth, social marketing has never become a mainstream tool in the repertoire ofsocial actors designing programsfor behavior change in Brazil. Misconceptions about marketing and prejudice against its use in social programs hinder the development of the discipline and its full consideration by upstream social actors. The paper describes a sample of academic studies and key programs that marked the first phase of social marketing in the country. Among the programs, three deserve special attention: the Brazilian Workers’ Food, the fight against HIV and the «Zé Gotinha» vaccination programs. The paper also presents a discussion on barriers and opportunitiesforsocial marketing in Brazil, including a three points agenda for accelerating its diffusion. 2017 artículo científico 1645-4464 https://www.redalyc.org/articulo.oa?id=388555172003 en http://www.redalyc.org/revista.oa?id=3885 Revista Portuguesa e Brasileira de Gestão application/pdf ISCTE-Instituto Universitário de Lisboa Revista Portuguesa e Brasileira de Gestão (Portugal) Num.3 Vol.16 |
| format | Artículo científico |
| id | redalyc_388555172003 |
| institution | Redalyc |
| language | en |
| publishDate | 2017 |
| publisher | ISCTE-Instituto Universitário de Lisboa |
| spellingShingle | Social marketing in Brazil History, challenges and an agenda for the future José Mazzon Administración y Contabilidad Marketing Communication Social Marketing Social marketing in Brazil History, challenges and an agenda for the future José Mazzon Hamilton Coimbra Carvalho Administración y Contabilidad Marketing Communication Social Marketing Several decades after its birth, social marketing has never become a mainstream tool in the repertoire ofsocial actors designing programsfor behavior change in Brazil. Misconceptions about marketing and prejudice against its use in social programs hinder the development of the discipline and its full consideration by upstream social actors. The paper describes a sample of academic studies and key programs that marked the first phase of social marketing in the country. Among the programs, three deserve special attention: the Brazilian Workers’ Food, the fight against HIV and the «Zé Gotinha» vaccination programs. The paper also presents a discussion on barriers and opportunitiesforsocial marketing in Brazil, including a three points agenda for accelerating its diffusion. 2017 artículo científico 1645-4464 https://www.redalyc.org/articulo.oa?id=388555172003 en http://www.redalyc.org/revista.oa?id=3885 Revista Portuguesa e Brasileira de Gestão application/pdf ISCTE-Instituto Universitário de Lisboa Revista Portuguesa e Brasileira de Gestão (Portugal) Num.3 Vol.16 |
| title | Social marketing in Brazil History, challenges and an agenda for the future |
| topic | Administración y Contabilidad Marketing Communication Social Marketing |
| url | https://www.redalyc.org/articulo.oa?id=388555172003 |