Responsabilidade social corporativa e marketing social: um estudo exploratório em empresas para o fortalecimento do turismo na região da baixada santista (São Paulo/BR)

• Main Authors: Hamilton Pozo, Takeshy Tachizawa
• Format: Article
• Language: English
• Published: Instituto de Investigación Social y Turismo 2012-01-01
• Series: PASOS Revista de Turismo y Patrimonio Cultural
• Online Access: http://www.redalyc.org/articulo.oa?id=88123060011

The social responsibility that, a lot of times, it is confused with philanthropy, becomes to have larger importance for the companies. With the growth of the Third Sector, in financial resources, social and political relevance, and the consequent professionalization of the modern techniques of management are being incorporate to the social area. The socialmarketing with base in the social responsibility already begins to build a value differential for the brand and a competitive advantage for the companies. The objective of this research was to present values to collaborate with the largest involvementand performance for the companies in that field, mainly in order to strengthen the tourism in theRegion of Baixada Santista-SP.