SOCIAL MARKETING INNOVATIONS IN A THIRD SECTOR ORGANIZATION: A CASE STUDY IN THE STATE OF SANTA CATARINA´S CENTER OF INTEGRATION COMPANY /SCHOOL - CIEE/SC

Authors

  • Elaine Cristina Kiel
  • Ricardo Boeing da Silveira Universidade do Vale do Itajaí – UNIVALI

Keywords:

Terceiro Setor, Marketing Social, Mudanças Sociais.

Abstract

Although the innumerable inconsistencies and controversies concerning its nomenclature and application, the social marketing has structuralized and imposed its importance. With the objective to promote the welfare state through social changes, this segment of the traditional marketing is compatible with what it assigns to the third sector organizations. From this relation the objective of this research, that consisted on analyzing the innovations of the social marketing in a third sector organization, the Center of Integration Company /School of Santa Catarina State - CIEE/SC was studied. A quantitative and qualitative research was taken, having an exploratory and descriptive characteristic. The main result empirically observed is that the activities of social marketing in the CIEE/SC contributed to the social projects developed by the institution in the areas proposed by social marketing authors: cognition, action, behavior and value changes. Besides, those social changes also help the challenges imposed to the third sector organizations.

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Author Biographies

  • Elaine Cristina Kiel
    Bacharel em Administração com habilitação em Marketing - UNIVALI
  • Ricardo Boeing da Silveira, Universidade do Vale do Itajaí – UNIVALI
    Mestre em Administração – UNIVALI. Professor da Universidade do Vale do Itajaí – UNIVALI

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Published

2007-12-14

Issue

Vol. 4 No. 2 (2007)

Section

Artigos

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How to Cite

SOCIAL MARKETING INNOVATIONS IN A THIRD SECTOR ORGANIZATION: A CASE STUDY IN THE STATE OF SANTA CATARINA´S CENTER OF INTEGRATION COMPANY /SCHOOL - CIEE/SC. (2007). INMR - Innovation & Management Review, 4(2), 67-81. https://revistas.usp.br/rai/article/view/79081