Resumen

TAVARES, Ana Teresa  y  ESPANHA, Rita. Social Marketing: From a short past to a promising future. Rev. Portuguesa e Brasileira de Gestão [online]. 2015, vol.14, n.3, pp.26-36. ISSN 1645-4464.

This paper was developed with the purpose of investigating “the Portuguese people’s involvement with health issues: A contribution to the social marketing and public issues’ communication strategies”. It presents a literature review with the objective of defining and characterizing the subject of social marketing, attracting central discussions of its study and to conclude about its results as well as its effectiveness. The method used to build the bibliography consisted of in-depth searching in scientific digital databases with the keywords “social marketing” as well as “marketing social” and also through references from works that revealed to be relevant to the subject. Results indicate that central issues on the topic are the definition, characterization and scope of the subject of social marketing, the evaluation of effectiveness and the ethics of its practice. As a conclusion, the paper states the idea that, even with the need of refining its definition and also of further research on some topics, specifically on the effectiveness of its programs, social marketing must be considered a valuable tool in a future that will call for challenges on several and great behavior changes from humanity.

Palabras clave : Social Marketing; Definition; Effectiveness; Ethics.

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