Resumo

JUSTINIANO MORENO, Dilma. Social marketing and corporate social responsibility. Oikos Polis [online]. 2020, vol.5, n.1, pp.51-83. ISSN 2521-960X.

Abstract The document makes considerations on the definitions, main characteristic and benefits of Social Marketing and Social Corporate Responsibility, to establish the way these two concepts are related; it intends to identify trends, points of convergence and alternatives for a better integration of social marketing actions through different approaches of social corporate responsibility in debate. At the same time, a new cooperation scenario is suggested between the companies (corporation) and the main social marketing agents, especially related (linked), to the state and non-profit organizations, which lead the community interests. Effort coordination could be more effective in less developed countries, like Bolivia, where resources, for social campaings promoting change behaviour in persons forming segments of the population that cause negative impacts, are very scarce.

Palavras-chave : Social Marketing; Social Corporate Responsibility.

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