Resgatando o Conceito de Marketing Social

Abstract

The Social Marketing has been used by companies to add value to the image of their brands, which put out from focus and true application. Therefore, featuring strategies that apply to private organizations, including being mistakenly renamed and associated with other terms such as: Societal Marketing; Institutional Advertising, Social Responsibility, Corporate Citizenship and Philanthropy. This situation is creating distortions and vulgarizations about management practices, inserting “fads” for the strategic and profitable purposes, very different from its original concept. This paper purposes a reflection about this conceptual confusion and, contributes to the restoration of the original use of the concept of Social Marketing. Furthermore, we present a tool for evaluating the activities of the Social Marketing as a way to identify whether the principles are being applied in social causes and programs announced and recommended by the market. Key-Words : Social Marketing; Social Change; and Social Causes.