Resumo

ARISTIZABAL BOTERO, Carlos Andrés; RESTREPO MUNERA, Mario León  e  ARIAS PEREZ, José Enrique. Impactos del mercadeo social en organizaciones de servicios. Semest. Econ. [online]. 2007, vol.10, n.19, pp. 113-123. ISSN 0120-6346.

The article aims at describing the prospective concepts and proposals that are established in the marketing management for the design, structure, and implementation of actions in social marketing. A research on important service firms has shown that the majority of them highly value the organizational levering in the community, the improvement of the relationship between the community and the organization, and the positioning of the image, all of which highly contribute to improving life conditions in the communities that are subject to marketing campaigns.

Palavras-chave : Marketing; social responsibility; corporate image.