Resumo

TOCA TORRES, Claudia Eugenia. Marketing dedicated to the service of non-profit organizations. estud.gerenc. [online]. 2013, vol.29, n.129, pp.386-395. ISSN 0123-5923.

The objective of this article is to determine the real meaning of marketing dedicated to the service of social organizations. This work distances itself from, the so widely researched, social marketing, and does not propose the discretionary adoption of tools and processes of commercial marketing. Instead of this, the article looks for an approach in keeping with the public nature and activities of social organizations. From the analysis of specialized literature in the field of social and political sciences, such as institutionalism, social programs, public property, poverty and vulnerability, the article suggests the most suitable vocabulary for this type of marketing, and contrasts the literature with Colombian social reality. Finally, key points are presented in order to propose the content of a course on social issues and marketing.

Palavras-chave : Third sector; Social cause; Social organizations; Marketing.

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