Resumen

MAZZON, José  y  CARVALHO, Hamilton. Social marketing in Brazil. History, challenges, and an agenda for the future. RGPLP [online]. 2017, vol.16, n.3, pp.14-27. ISSN 1645-4464.

Several decades after its birth, social marketing has never become a mainstream tool in the repertoire of social actors designing programs for behavior change in Brazil. Misconceptions about marketing and prejudice against its use in social programs hinder the development of the discipline and its full consideration by upstream social actors. The paper describes a sample of academic studies and key programs that marked the first phase of social marketing in the country. Among the programs, three deserve special attention: the Brazilian Workers' Food, the fight against HIV and the “Zé Gotinha” vaccination programs. The paper also presents a discussion on barriers and opportunities for social marketing in Brazil, including a three points agenda for accelerating its diffusion.

Palabras clave : Social Marketing; Marketing; Communication.

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