TY  - JOUR 
TI  - El marketing al servicio de las organizaciones del tercer sector
JO  - ESTUDIOS GERENCIALES;Vol. 29 No. 129
PB  - Universidad Icesi
PY  - 2013
issn 01235923
AB  - The objective of this article is to determine the real meaning of marketing dedicated to the service of social 
organizations. This work distances itself from, the so widely researched, social marketing, and does not 
propose the discretionary adoption of tools and processes of commercial marketing. Instead of this, the 
article looks for an approach in keeping with the public nature and activities of social organizations. From 
the analysis of specialized literature in the field of social and political sciences, such as institutionalism, 
social programs, public property, poverty and vulnerability, the article suggests the most suitable 
vocabulary for this type of marketing, and contrasts the literature with Colombian social reality. Finally, key 
points are presented in order to propose the content of a course on social issues and marketing.
KW  - Facultad de Ciencias Administrativas y Ecómicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Tercer sector
KW  - Organizaciones sociales
KW  - Marketing de servicios
KW  - Third sector
KW  - Social cause
KW  - Social organizations
KW  - Marketing
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1734
ER  -