Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação.
Ano de defesa: | 2005 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Tese |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Ciências Sociais
|
Departamento: |
Ciências Sociais
|
País: |
BR
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://tede2.pucsp.br/handle/handle/3433 |
Resumo: | The practice of cultural marketing has been presented as an alternative for the society into a context of which the retraction of the State occurred as a great supplier of social demands. It is important to establish a distinction between the company, which really practices it as an exercise of social responsibility and that, which takes advantage of more than one marketing action, aiming to create a value for the institutional trademark. In this study, it was observed that it is not enough to invest in cultural actions when the other activities of the company have many harmful effects to the society, resulting in the invalidation of the benefits generated by this pseudopractice. Thus, the approach of companies with cultural activities may not be disassociated of concepts of social responsibility and organizational ethic. The comprehensive practice of the cultural marketing may have a positive influence on the three following aspects: social, economic and marketing. Therefore, to invest in cultural marketing must be part of a long-term strategy of less immediatist action companies with concerns beyond the profit of this practice or with interests related to fiscal investment incentives given by the government to those who invest in cultural activities. In accordance with this study, the society (mainly, the consumers inserted on it) has a fundamental role to lead the practice of social responsibility based on the investment of cultural actions. In our research another factor could be observed as the union of efforts of the three sectors of the society represented by the state, enterprises and civil society aiming to emphasize the impact of the developed actions. Finally, it was observed that the cultural marketing does not guarantee that the society could differentiate the company aiming social actions from those using the concept of marketing practices |
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Arruda, Rinaldo Sérgio VieiraZenone, Luiz Cláudio2016-04-26T14:53:45Z2005-09-192005-11-04Zenone, Luiz Cláudio. Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação.. 2005. 233 f. Tese (Doutorado em Ciências Sociais) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2005.https://tede2.pucsp.br/handle/handle/3433The practice of cultural marketing has been presented as an alternative for the society into a context of which the retraction of the State occurred as a great supplier of social demands. It is important to establish a distinction between the company, which really practices it as an exercise of social responsibility and that, which takes advantage of more than one marketing action, aiming to create a value for the institutional trademark. In this study, it was observed that it is not enough to invest in cultural actions when the other activities of the company have many harmful effects to the society, resulting in the invalidation of the benefits generated by this pseudopractice. Thus, the approach of companies with cultural activities may not be disassociated of concepts of social responsibility and organizational ethic. The comprehensive practice of the cultural marketing may have a positive influence on the three following aspects: social, economic and marketing. Therefore, to invest in cultural marketing must be part of a long-term strategy of less immediatist action companies with concerns beyond the profit of this practice or with interests related to fiscal investment incentives given by the government to those who invest in cultural activities. In accordance with this study, the society (mainly, the consumers inserted on it) has a fundamental role to lead the practice of social responsibility based on the investment of cultural actions. In our research another factor could be observed as the union of efforts of the three sectors of the society represented by the state, enterprises and civil society aiming to emphasize the impact of the developed actions. Finally, it was observed that the cultural marketing does not guarantee that the society could differentiate the company aiming social actions from those using the concept of marketing practicesA prática do marketing cultural tem se apresentado como alternativa para a sociedade em um contexto de retração do papel do Estado, como grande provedor das demandas sociais. É importante estabelecer a distinção da empresa que realmente a pratica como exercício de responsabilidade social de quem se aproveita apenas para mais uma ação mercadológica com o objetivo de criar valor à marca institucional. No estudo, percebeu-se que não basta investir em ações culturais se as demais atividades da empresa têm efeitos tão prejudiciais à sociedade que acabam anulando os benefícios gerados por essa pseudoprática. Assim, a aproximação das empresas das atividades culturais não pode estar desassociada dos conceitos de responsabilidade social e ética organizacional. Praticar o marketing cultural de forma ampla influenciará positivamente no tocante a três aspectos: social, econômico e mercadológico. Sendo assim, investir em marketing cultural deve ser parte de uma estratégia de longo prazo de empresas menos imediatistas, com preocupações que estão, para além do lucro do exercício ou por interesses relacionados aos incentivos fiscais concedidos pelo governo, para quem investe em atividades culturais. Conforme o estudo, a sociedade (sobretudo, os consumidores nela inseridos) exercem uma função fundamental para levar a prática de responsabilidade social pautada no investimento em ações culturais. Na pesquisa, outro fator identificado foi a união de esforços dos três setores da sociedade representados pelo Estado, empresas e sociedade civil com o objetivo de maximizar o impacto das ações desenvolvidas. Finalmente, observa-se que a forma do marketing cultural não garante que a sociedade diferencie quem investe com objetivos sociais de quem apenas faz uso do conceito para práticas mercadológicasapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/12158/tese_final.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Ciências SociaisPUC-SPBRCiências SociaisResponsabilidade Social Empresarial (RSE)Marketing socialMarketing culturalResponsabilidade social das empresasCorporate Social Enterprise (CSE)Social MarketingCultural MarketingCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOMarketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação.info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTtese_final.pdf.txttese_final.pdf.txtExtracted texttext/plain476054https://repositorio.pucsp.br/xmlui/bitstream/handle/3433/3/tese_final.pdf.txt2e45096d54ca8a6a69f857f17d079e25MD53ORIGINALtese_final.pdfapplication/pdf2815536https://repositorio.pucsp.br/xmlui/bitstream/handle/3433/1/tese_final.pdf3de3b2f497137c075824b31f2505d95aMD51THUMBNAILtese_final.pdf.jpgtese_final.pdf.jpgGenerated Thumbnailimage/jpeg3448https://repositorio.pucsp.br/xmlui/bitstream/handle/3433/2/tese_final.pdf.jpgeb22f8c2db822b569fe6eb3293fbb9a7MD52handle/34332022-04-28 18:26:22.059oai:repositorio.pucsp.br:handle/3433Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2022-04-28T21:26:22Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.por.fl_str_mv |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
title |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
spellingShingle |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. Zenone, Luiz Cláudio Responsabilidade Social Empresarial (RSE) Marketing social Marketing cultural Responsabilidade social das empresas Corporate Social Enterprise (CSE) Social Marketing Cultural Marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
title_full |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
title_fullStr |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
title_full_unstemmed |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
title_sort |
Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação. |
author |
Zenone, Luiz Cláudio |
author_facet |
Zenone, Luiz Cláudio |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Arruda, Rinaldo Sérgio Vieira |
dc.contributor.author.fl_str_mv |
Zenone, Luiz Cláudio |
contributor_str_mv |
Arruda, Rinaldo Sérgio Vieira |
dc.subject.por.fl_str_mv |
Responsabilidade Social Empresarial (RSE) Marketing social Marketing cultural Responsabilidade social das empresas |
topic |
Responsabilidade Social Empresarial (RSE) Marketing social Marketing cultural Responsabilidade social das empresas Corporate Social Enterprise (CSE) Social Marketing Cultural Marketing CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Corporate Social Enterprise (CSE) Social Marketing Cultural Marketing |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The practice of cultural marketing has been presented as an alternative for the society into a context of which the retraction of the State occurred as a great supplier of social demands. It is important to establish a distinction between the company, which really practices it as an exercise of social responsibility and that, which takes advantage of more than one marketing action, aiming to create a value for the institutional trademark. In this study, it was observed that it is not enough to invest in cultural actions when the other activities of the company have many harmful effects to the society, resulting in the invalidation of the benefits generated by this pseudopractice. Thus, the approach of companies with cultural activities may not be disassociated of concepts of social responsibility and organizational ethic. The comprehensive practice of the cultural marketing may have a positive influence on the three following aspects: social, economic and marketing. Therefore, to invest in cultural marketing must be part of a long-term strategy of less immediatist action companies with concerns beyond the profit of this practice or with interests related to fiscal investment incentives given by the government to those who invest in cultural activities. In accordance with this study, the society (mainly, the consumers inserted on it) has a fundamental role to lead the practice of social responsibility based on the investment of cultural actions. In our research another factor could be observed as the union of efforts of the three sectors of the society represented by the state, enterprises and civil society aiming to emphasize the impact of the developed actions. Finally, it was observed that the cultural marketing does not guarantee that the society could differentiate the company aiming social actions from those using the concept of marketing practices |
publishDate |
2005 |
dc.date.available.fl_str_mv |
2005-09-19 |
dc.date.issued.fl_str_mv |
2005-11-04 |
dc.date.accessioned.fl_str_mv |
2016-04-26T14:53:45Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Zenone, Luiz Cláudio. Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação.. 2005. 233 f. Tese (Doutorado em Ciências Sociais) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2005. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/3433 |
identifier_str_mv |
Zenone, Luiz Cláudio. Marketing cultural desenvolvidos pelas empresas: O valor cultural e mercadológico dessa aproximação.. 2005. 233 f. Tese (Doutorado em Ciências Sociais) - Pontifícia Universidade Católica de São Paulo, São Paulo, 2005. |
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PUC-SP |
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