Marketing no combate à pobreza

Abstract

Today's society presents numerous asymmetries in the distribution of wealth and access to resources. Lately, we have been witnessing a sharpening of inequalities to the extent that there is a growing blurring of the guidelines and policy decisions, favoring the mercantilist perspective at the expense of social cohesion, sustainability of families, the socio-economic development and the promotion of the general welfare. In this essay, it is proposed to study the importance of marketing and its strategies, including social marketing as a tool to fight against social inequalities, increasing social responsibility and promoting new behaviors among different stakeholders - Governments, Private Companies, Third Sector and Society / Consumer. Therefore, in this context, it is presented a case study that aims to demonstrate the applicability of the principles of social marketing and the adoption of inclusive solutions, with a track from the poorest people in a country and in a city of considerable development patterns. By conducting 17 semi-structured interviews to the stakeholders of the Horta à Porta project, by Lipor, it was possible to recognize new behavioral patterns, such as combating sedentary lifestyle, increasing disposable income, training in new areas, promotion of habits of sharing and solidarity, encouraging social reintegration and promoting physical and mental health.

Date of Award	2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)