O marketing cultural, as empresas e as leis de incentivo a cultura no município de Sousa.

Abstract

Cultural marketing is a tool of the promotional compound mentioned by several authors in marketing, communication and culture. Similarly, the incentive laws seek help in raising funds in local development, regional and national culture, through private resources. The aim of this study is to describe the process of capturing and channeling of funds through the national program in support of culture, which sought to sample the viability of support for cultural marketing through companies, contributing to the stock market, adding value and promoting a competitive advantage for the organization, and concern e responsabilidade society. This research was exploratory, descriptive and explanatory, documentary, qualitative nature. The results of this research indicate that companies that invest in cultural marketing only gain, as donation or sponsor is deducted from your income tax, and still has disclosed corporate image, acquire competitive advantages and shows that the company is not intended to only profits, is also concerned with society and the preservation of the culture of a people. The capitation of this resource is through tax deduction for companies taxed based on taxable income, in the case of this research project funding was made by the Rouanet law and also with some companies through donation. We conclude this work é viável for companies investing in cultural marketing, pegs firm that invests in cultural, through the Rouanet law, has its image linked to social project, showing that the organization is concerned with the environment which is inserted