No atual momento em que as questes de ordem social ganham cada vez mais importncia necessrio conhecer as contribuies do marketing social. Existem muitas contradies entre o conceito de marketing social e diferentes terminologias que dificultam o entendimento da disciplina. Assim importante a compreenso das questes conceituais acerca do marketing social, permitindo uma diferenciao entre este e outros conceitos do marketing e sociedade. O trabalho busca compreender como o marketing social se desenvolveu desde sua origem at seu estgio atual e quais so as linhas de pesquisa emergentes e desafios futuros da disciplina.DOI: 10.5585/remark.v13i3.2728
Different theories of organization and management are based on implicit images or metaphors. Nevertheless, a quantitative approach is needed to minimize human subjectivity or bias on metaphors studies. Hence, this paper analyzed the presence of metaphors and clustered them using fuzzy data mining techniques in a sample of 61 Brazilian companies that operate in the state of Rio Grande do Sul. For this purpose the results of a questionnaire answered by 198 employees of companies in the sample were analyzed by R free software. The results show that it is difficult to find a clear image in most organizations. In most cases characteristics of different images or metaphors are observed, so soft computing techniques are particularly appropriate for this type of analysis. However, according to these results, it is noted that the most present image in the organizations studied is that of "organisms" and the least present image is that of a "political system" and of an "instrument of domination".
A competitive market gives the organizations a constant update on the management process of their businesses and allows the creation of new ways to take competitive advantage. Retail businesses need to identify the value perceived by customers as a strategic source of value generation. This chapter presented a competitive value generation methodology by identifying the most important values perceived by customers of a Volkswagen Car Dealer. There was application and analysis of two strategic instruments of research, a qualitative and another qualitative/quantitative one. As a result, the study obtained a proposal for value generation by setting the following strategic variables referent credibility/reliability.
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