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Orientador(es)
Resumo(s)
On the basis of a number of case studies of social marketing that did not fully succeed in Guinea-Bissau, extensive research was carried out to determine the causes of failure. These cases revealed several difficulties encountered when implementing the projects, despite all good intentions. Refinements and fine-tuning of existing social marketing tools have been brought to light, looking for indications of the causes of unsuccessful outcomes in the cases studied. A risk analysis was used in an attempt to pragmatically produce a framework able to fully address the final social behavioral change envisaged. As a result of this analysis, some contributions for a breakthrough in social marketing frameworks have been provided, namely the importance of the diagnosis of the problem, in which cultural differences between beneficiaries and promoters play a central role.
Descrição
Palavras-chave
Social marketing Change behavior models Risk analysis Development aid Poverty Guinea-Bissau
Contexto Educativo
Citação
SILVA, Susana Costa e ; SILVA, MIguel Filipe - Failure is a stepping stone for success. International Review on Public and Nonprofit Marketing. ISSN 1865-1984. Vol. 9 N.º 2 (2012), p. 153-179
Editora
Springer