| dc.contributor | Silvino, Marilson Donizetti | |
| dc.contributor | http://lattes.cnpq.br/8114048052071270 | |
| dc.contributor | Silvino, Marilson Donizetti | |
| dc.contributor | http://lattes.cnpq.br/8114048052071270 | |
| dc.contributor | Brito, Francisco Iranylson Gomes de | |
| dc.contributor | http://lattes.cnpq.br/3522445889854616 | |
| dc.contributor | Rocha, Fabricia Abrantes Figueiredo da | |
| dc.contributor | http://lattes.cnpq.br/1043249866467134 | |
| dc.creator | Oliveira, Gabrielly Wylmeissa de Sousa | |
| dc.date | 2018-04-03T17:20:26Z | |
| dc.date | 2018-04-03T17:20:26Z | |
| dc.date | 2017-12-21 | |
| dc.date.accessioned | 2023-09-27T14:20:08Z | |
| dc.date.available | 2023-09-27T14:20:08Z | |
| dc.identifier | OLIVEIRA, Gabrielly Wylmeissa de Sousa Orienta??o estrat?gica de marketing social para organiza??es do terceiro setor: o caso da ADEFERN. 2017 76f. Trabalho de Conclus?o de Curso (Tecn?logo em Com?rcio)- Instituto Federal de Educa??o, Ci?ncia e Tecnologia do Rio Grande do Norte, Natal, 2017. | |
| dc.identifier | http://memoria.ifrn.edu.br/handle/1044/1474 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8920996 | |
| dc.description | In recent years nonprofits have gained prominence on the social stage due to
emerging social issues often neglected by the government. In this context, the
importance of maintaining the performance of these entities arises, since they are
responsible for the necessary contribution to socially and economically
disadvantaged people. The lack of strategic orientation of the managers tends to
disrupt the efficient performance in the philanthropic market, being able to assume a
risk position and be forced to suspend its services to the collective benefit. Thus, the
main objective of this work was to propose management and social marketing
strategies for ADEFERN, with a view to contributing to the achievement of its social
and financial objectives. It is a qualitative research of descriptive exploratory nature,
making use of the case study method. The strategic management of social marketing
is understood as a preponderant factor of success, which is seen as a competitive
differential that aims to favor the organization and its image before its stakeholders.
The results show that there are serious management failures that make effective
social marketing work impossible, and therefore suggestions for intervention are
proposed, which promise to remedy these adversities in the long term. To that end,
some quality tools were used to identify the existing problems in the organization,
prioritize them and treat them for organizational effectiveness, so the tools used
were: GUT Matrix, Ishikawa Diagram, Pareto Graph and the 5w2h action plan. Thus,
it is concluded that in the organization studied, social marketing and strategic
management are still not well understood as an essential factor in the enhancement
of ADEFERN's social image and, for this reason, the great challenge is to incorporate
the idea of continuous improvement in its organizational processes. | |
| dc.description | Nos ?ltimos anos as organiza??es sem fins lucrativos t?m ganhado notabilidade no palco social, devido quest?es sociais emergentes negligenciadas, muitas vezes, pelo poder p?blico. Nesse contexto, surge a import?ncia de manter a atua??o dessas entidades, uma vez que s?o elas as respons?veis pelo aporte necess?rio a pessoas desfavorecidas social e economicamente. A falta de orienta??o estrat?gica dos gestores tende a atrapalhar o desempenho eficiente no
mercado filantr?pico, podendo a mesma assumir uma posi??o de risco e ser obrigada a suspender seus servi?os em benef?cio coletivo. Dessa forma, o presente trabalho teve como principal objetivo propor estrat?gias de gest?o e marketing social para a organiza??o ADEFERN, com vistas a contribuir para a concretiza??o dos seus objetivos sociais e financeiros. Trata-se de uma pesquisa qualitativa de cunho explorat?rio descritivo, fazendo uso do m?todo estudo de caso. O marketing social ? compreendido como fator estrat?gico de sucesso, o qual ? visto como diferencial competitivo que objetiva favorecer a organiza??o e sua imagem perante seus stakeholders. Os resultados evidenciam que h? s?rias falhas de gest?o que impossibilitam um trabalho de marketing social efetivo, por este motivo prop?e-se sugest?es de interven??o, as quais prometem sanar essas adversidades em longo prazo. Desta forma, conclui-se que na organiza??o estudada o marketing social e a gest?o estrat?gica ainda n?o s?o bem compreendidos como fator essencial na potencializa??o da imagem social da ADEFERN. | |
| dc.language | por | |
| dc.publisher | Instituto Federal de Educa??o, Ci?ncia e Tecnologia do Rio Grande do Norte | |
| dc.publisher | Brasil | |
| dc.publisher | Natal - Zona Norte | |
| dc.publisher | IFRN | |
| dc.rights | Acesso Aberto | |
| dc.subject | Organiza??es sem fins lucrativos | |
| dc.subject | Marketing social | |
| dc.subject | Diferencial competitivo | |
| dc.subject | Gest?o estrat?gica | |
| dc.subject | Ferramentas da qualidade | |
| dc.subject | CNPQ::CIENCIAS SOCIAIS APLICADAS | |
| dc.title | Orienta??o estrat?gica de marketing social para organiza??es do terceiro setor: o caso da ADEFERN | |
| dc.type | Trabalho de Conclus?o de Curso | |
