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Impacto del mercadeo social en organizaciones de servicios

Author

Listed:
  • Carlos Andrés Aristizabal Botero

Abstract

Este artículo es producto de la investigación "Concepciones del mercadeo social en las grandes organizaciones del sector servicio de la ciudad de Medellín en el ano 2006", la cual buscó describir las concepciones y planteamientos prospectivos establecidos en la gerencia de mercadeo, para el diseno, estructuración e implementación de acciones de Marketing Social. Las metodologías utilizadas fueron cualitativas: entrevistas semiestructuradas, diarios de campo y triangulación de la información; la información recolectada se procesó y sistematizó con el software Atlas.ti. En este estudio participaron 9 grandes empresas de servicios. Dentro de los impactos que las empresas analizadas valoran, se encontró que los de mayor importancia fueron el apalancamiento organizacional en la comunidad, el mejoramiento de las relaciones comunidad organización y el posicionamiento de la imagen, los cuales aportan de manera importante al mejoramiento de las condiciones de vida de las comunidades objeto de las campanas de mercadeo.

Suggested Citation

  • Carlos Andrés Aristizabal Botero, 2007. "Impacto del mercadeo social en organizaciones de servicios," Revista Semestre Económico, Universidad de Medellín, May.
    • Handle: RePEc:col:000217:005633
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    File URL: http://revistas.udem.edu.co/index.php/economico/article/view/328/296
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    More about this item

    Keywords

    marketing; mercadeo social; imagen corporativa; responsabilidad social;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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