Social Marketing

This book analyzes the main factors involved in the interaction process adopted by companies in establishing partnerships with civil society organizations between 2000 and 2010 considering them in principle as social marketing actions. At a theoretical level both the companies' and civil society organizations' (CSOs) perspectives were considered. With regard to the factors involved in the implementation of social marketing strategies and the continuum of collaboration it was noted that the companies surveyed during this period remained aligned with the purposes outlined in this study and only one managed to continue and they are aligned not only with these factors but also with the existence of synergy between the purposes of the companies and the social cause of civil society organizations. Conducting these through social marketing strategies can ensure not only market success but also institutional success.