Corporate social responsibility and social marketing: an exploratory study into companies to strengthen tourism in the region of lowered from Santos (Sao Paulo / BR)
DOI:
https://doi.org/10.25145/j.pasos.2012.10.041Keywords:
Social marketing, Social responsibility, Tourism, Baixada SantistaAbstract
The social responsibility that, a lot of times, it is confused with philanthropy, becomes to have larger importance for the companies. With the growth of the Third Sector, in financial resources, social and political relevance, and the con- sequent professionalization of the modern techniques of management are being incorporate to the social area. The social marketing with base in the social responsibility already begins to build a value differential for the brand and a competitive advantage for the companies. The objective of this research was to present values to collaborate with the largest involve- ment and performance for the companies in that field, mainly in order to strengthen the tourism in the Region of Baixada Santista-SP.
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