O MARKETING SOCIAL COMO DIFERENCIAL COMPETITIVO: O CASO DA EMPRESA EXPRESSO GUANABARA

Abstract

n recent years organizations have shown great concern for social issues and environmental conflicts that surround our society. In this context arises the concept of social responsibility and social marketing as a field of action inspired by the idea of sustainability, able to leverage the image and the brand of the organization, besides being a differential to its competitors. Thus, the present study aimed to verify the perception of customers of the Company Expresso Guanabara on social marketing as a competitive edge. This is a survey of qualitative-quantitative approach, an exploratory and descriptive nature, making use of the study case method. Social marketing can be seen as a competitive advantage that is intended to promote the organization and its image with its stakeholders. The results show that the company's customers still do not use their services because this be socially responsible and develop social marketing strategies. Thus, we concluded that the company studied social marketing is not yet understood as a competitive advantage to its clients and managers. Key-words: Social responsibility; social marketing; competitive advantage.