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A comunicação estratégica em organizações sem fins lucrativos: A Liga Portuguesa Contra o Cancro como estudo de caso
| Content Provider | Semantic Scholar |
|---|---|
| Author | Santos, Francisco Oliveira |
| Copyright Year | 2018 |
| Abstract | Nonprofit organizations (NPO’s) play a key role in solving social problems and preventing threats and risk behaviors, as social solidarity entities that complement the government. In this sense, the present study has a main objective which includes identify the marketing and communication strategies used by NPO’s in the health area. Through the connection between the analysis of bibliographic references in the areas of strategic communication, social marketing, health communication and NPO’s and the analysis of the tasks and projects developed during the internship on the Marketing and Communication Department of the Portuguese League Against Cancer (LPCC), the present report shows the importance of a favorable positioning , an integrated branding, and a close relationship with the stakeholders (citizens, patients/users, employees, volunteers, patrons, governmental organizations and media) to promote a good reputation and image of this organization among the society. Based on the direct observation, elaboration of explored interviews with LPCC’s collaborators and partners, development of surveys based on two different samples and understanding of the work dynamics at the LPCC, it is intended to achieve conclusions about the importance of the application of strategic planning of communication and marketing in the management of a Nonprofit Organization. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://run.unl.pt/bitstream/10362/45946/3/CNL_FranciscoGuimar%C3%A3esSantos_Relat%C3%B3rio%20Est%C3%A1gio%20LPCC_Vers%C3%A3o%20Corrigida%20e%20Melhorada_7-06%20(1).pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
