Comunicação Corporativa, Marketing & Política Cultural - Brasil & Espanha-

• Ano de defesa: 2010
• Autor(a) principal: Leal, Ana Regina Barros Rêgo
• Orientador(a): Bueno, Wilson da Costa
• Banca de defesa: Maicas, Manuel Parés I , Melo, Jose Marques de , Alves, Luiz Roberto, Ribeiro, Lavina Madeira
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: CHAVE: COMUNICAÇÃO CORPORATIVA; MARKETING CULTURAL; POLÍTICA PÚBLICA DE CULTURA; ORGANIZAÇÕES
• Palavras-chave em Inglês: CORPORATIVE COMMUNICATION; CULTURAL MARKETING; CULTURAL PUBLIC POLICY; ORGANIZATIONS.
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/925

The thesis presents a comparative study of the Brazilian public and private organizations performance and the Spanish saving accounts and private companies in terms of their cultural marketing policies and corporative communication strategies, taking into account the resources supported by the governments through tax exemption encouragement policies. It has two main objectives. The first one was to identify the partnership between the government and companies towards cultural promotion. The second and the most important one, was to discover the multiple strategies for cultural visibility in the corporative segment through communication and marketing. Besides that, the reflexes of this relationship on the corporative social responsibility, on its reputation and on the cultural market were also verified. The research was based mainly on the peer quantitative content analysis and also on MIA Media Image Audit. Finally, it was concluded that although the exemption policies diverge between countries, the companies behavior is similar when it comes to culture investments as well as communication strategies. However, in Brazil, the investment income comes mainly from the fiscal disclaim, while in Spain the organizations themselves are responsible for that.