ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE

Authors

  • Marconi Freitas da Costa Universidade Católica de Pernambuco - Recife, PE
  • Daniel de Cerqueira Penalva Universidade Católica de Pernambuco - Recife, PE
  • Emanuel Ferreira Leite Universidade Católica de Pernambuco - Recife, PE

Keywords:

Marketing, Third Sector, Performance,

Abstract

When analyzing marketing in the Third Sector, it is essential to make it clear what concepts this research was based upon. The Third Sector marketing is nothing more than the marketing used by non-governmental organizations with the purpose of: making their ideas public, raising funds for their social projects, and attempting to change personal attitudes with respect to a social cause (KOTLER 1978). Firstly, it was necessary to gather theoretical material from periodicals, scientific articles, popular magazines with large distribution, among others. Next, some fieldwork was done to collect data from a number of Third Sector organizations that make use of any marketing strategies. From the compilation and crossing of such data, it was sought to analyze the results achieved with a view to identifying the form and types of marketing used by the NGOs.

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Published

2013-09-09

How to Cite

Freitas da Costa, M., de Cerqueira Penalva, D., & Ferreira Leite, E. (2013). ANALYSIS OF MARKETING UTILIZATION IN NON-GOVERNMENTAL ORGANIZATIONS (NGOs) OF RECIFE. Electronic Review of Administration, 10(2). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/42511

Issue

Vol. 10 No. 2 (2004): Edição 38 - mar/abr 2004

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.