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A participação do marketing na dinâmica da implementação de Responsabilidade Social das Empresas na perspectiva dos profissionais de marketing
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Resumo(s)
Esta dissertação consiste em um trabalho investigativo, onde o objetivo consistiu em estudar a gênesis do conceito de Responsabilidade Social das Empresas, se aprofundando na sua fusão com o marketing. Teve como principal desafio, compreender a necessidade de implementação de Responsabilidade Social dentro das empresas e avaliar quais são as principais barreiras de inserção da mesma através do Marketing Social. Com base no modelo de investigação determinado para esta pesquisa, pode-se obter importantes conclusões a respeito da implementação de Responsabilidade Social das Empresas.
This dissertation consists of an investigative work, where the objective was to study the genesis of the concept of Corporate Social Responsibility, deepening its fusion with the marketing. The main challenge was to understand the need to implement Social Responsibility in companies and to evaluate the main barriers to inclusion through Social Marketing. Based on the research model determined for this research, it is possible to obtain important conclusions about the implementation of Corporate Social Responsibility.
This dissertation consists of an investigative work, where the objective was to study the genesis of the concept of Corporate Social Responsibility, deepening its fusion with the marketing. The main challenge was to understand the need to implement Social Responsibility in companies and to evaluate the main barriers to inclusion through Social Marketing. Based on the research model determined for this research, it is possible to obtain important conclusions about the implementation of Corporate Social Responsibility.
Descrição
Palavras-chave
Marketing Responsabilidade social empresarial Gestão