COMMUNITY CORPORATE SOCIAL MARKETING: A STUDY ON THE INTEGRATION CENTER OF THE PETROCHEMICAL COMPLEX IN RIO DE JANEIRO / MARKETING SOCIAL CORPORATIVO COMUNITÁRIO: UM ESTUDO SOBRE O CENTRO DE INTEGRAÇÃO DO COMPLEXO PETROQUÍMICO DO RIO DE JANEIRO

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

Concept social responsibility practiced by companies has gone through paradigms regarding economic-legal, it goes through the ethical-philanthropic set of ideas and having as a highlight point the detachment from proactive social responsibility, incorporated to the corporate decision process and attentive to relationships with stakeholders. Corporate social responsibility it has also become a marketing instrument capable of enabling a differential in the image it projects to its target-audience. The so-called social marketing is used to describe different corporate social initiatives. For the purposes of this paper, the meaning adopted for social marketing focus the influence on the Communitys behavior, aiming at the acceptability of social ideas and its welfare. The Integration Center is development from PETROBRAS which has the purpose of qualifying and empowering workforce in competitive and sustainable bases for the implementation of the Petrochemical Complex in Rio de Janeiro. In order to identify the perception of the surrounding community regarding the brand image committed to the principles of Social Responsibility, an exploratory study has been carried out. The universe is comprised of dwellers from the eleven cities impacted by COMPERJ which have already enrolled in the 2007 selective process to enter CICOMPERJ. The sample established was comprised by those enrolled in the cities of Itaboraí­ and São Gonçalo. The analysis of the information obtained enable for the conclusion that CICOMPERJ influences the communitys behavior in the search for improvement in employment, being considered a Community Corporate Social Marketing initiative. The field survey conducted appointed that CICOMPERJ is realized as a socially responsible project.

ASSUNTO(S)

corporate social responsibility perception responsabilidade social corporativa social marketing marketing social percepcao

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