Análise da utilização das ferramentas do composto de marketing pelas organizações do terceiro setor: um estudo comparativo.

Abstract

The Third Sector of the economy has been growing in Brazil and the world at higher rate than traditional public and private sectors. This economic development framework leads to rising and the need for professionalization of nonprofit institutions thereby making the addition to the social management techniques that permeate business administration. This study aims to analyze how one of these management techniques, specifically the mixing of market through its four marketing tools (service, cost, social context and communication) has been absorbed and used by Third Sector organizations to achieve their goals management and their work to the community, information dissemination, fundraising and attracting volunteers. In this research was used a comparative study conducted by an exploratory and descriptive survey. The universe of the work focus on the Third Sector organizations in the city of Campina Grande -PB and the sample selected was non-probabilistic accessibility, composed by three institutions, they are: Fundação Assistencial da Paraíba - FAP, Rede Nacional de Pessoas Vivendo e Convivendo com a AIDS and ONG Menina Feliz – All Placed in Campina Grande -PB. For the data collection was used field research through the techniques of semi-structured interview and observation. To determine the variables and indicators of this study was done an adaptation to reality of the nonprofit organizations, the model adopted by Cavalcanti (2004) and the method of data analysis used was a qualitative approach. The results obtained in the survey indicate different levels’ use of the tools of the marketing by institutions, but generally it was found that the Third Sector in Campina Grande has still several limitations on the using of marketing in their management activities, although, they recognize the importance of this tool to the success of many actions to promote to focus mainly on fundraising.