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El marketing al servicio de las organizaciones del tercer sector

Author

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  • Claudia Eugenia Toca Torres

Abstract

El objetivo del presente artículo es revisar el verdadero significado del marketing al servicio de las organi- zaciones cuya finalidad es neta y exclusivamente social. El artículo toma distancia del mercadeo social —tan ampliamente investigado— y evita en todo momento una adopción discrecional de herramientas y procesos del marketing comercial; busca en consecuencia, consolidar un enfoque acorde con la naturaleza, acti- vidades y público de las organizaciones sociales. A partir del análisis de literatura especializada de las cien- cias sociales y políticas, como institucionalismo, política social, bienes públicos, pobreza y vulnerabilidad, se deduce un lenguaje pertinente para esta tipología mercadológica, y se trasciende a su respectivo contraste con la realidad social colombiana. Estas claridades permiten, finalmente, proponer el contenido de un curso sobre asuntos sociales y de marketing.

Suggested Citation

  • Claudia Eugenia Toca Torres, 2013. "El marketing al servicio de las organizaciones del tercer sector," Estudios Gerenciales, Universidad Icesi, December.
    • Handle: RePEc:col:000129:011427
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1734
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Tercer sectorCausa social Organizaciones sociales Marketing;

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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