Marketing social : a otica, a etica e sua contribuição para o desenvolvimento da sociedade brasileira

Marketing as a social product, has been created, raised and spread alI over the world mainly as a tool to serve private, micro-economic, l?rofit, short run interests. Over the last twenty years,a steadly growing trend has been noticed in this field,due to the evidences that marketing has not delivered what it had promissed: society's needs fullfillment. Several American theorists and practioners marketino and non marketing specialists - are considered to have contributed to this evaluation of the marketing concept which has led to consolidate new "sub-disciolines" in the core o f marketing, name ly: "non business" (not for profi ti non orofit organizations, public services, government) "political candidates", "health, education, social services'; "ideas and social causes" marketing. This paper deals with the latter marketing subdiscipline , that applied to social causes and i ts oocasional contributions to Brazilian socio-economic development, considering both marketing and moral/ethical frameworks. The work suggests that are, have been and will be several possibilities of applying social marketing as a planning and implementing tool for both theorists and practioners of administration.

Campaign donation and government contracts in Brazilian states

A corporate firm may influence policies in its favor by transferring money to political candidates. However, empirical studies which document evidence about the return on campaign donations are rare (Großer, Reuben and Tymula, 2013). In this paper we estimate the net expected return of a campaign donation in eight Brazilian states using a Regression Discontinuity Design (RDD) to separate the return of winning and losing state deputy candidates in the electoral coalition in 2006. Our results show that that the net return is quite high (i.e., the investment of donor firms is almost 2% of the net expected return), and is larger among traditional electoral parties than any other parties, on average. Looking at the heterogeneity of local executive and legislative levels, we find that net returns are higher when donor firms finance deputies within a governor’s electoral coalition than deputies outside this coalition.

Electoral rules, political competition and fiscal spending: regression discontinuity evidence from brazilian municipalities

We exploit a discontinuity in Brazilian municipal election rules to investigate whether political competition has a causal impact on policy choices. In municipalities with less than 200,000 voters mayors are elected with a plurality of the vote. In municipalities with more than 200,000 voters a run-off election takes place among the top two candidates if neither achieves a majority of the votes. At a first stage, we show that the possibility of runoff increases political competition. At a second stage, we use the discontinuity as a source of exogenous variation to infer causality from political competition to fiscal policy. Our second stage results suggest that political competition induces more investment and less current spending, particularly personnel expenses. Furthermore, the impact of political competition is larger when incumbents can run for reelection, suggesting incentives matter insofar as incumbents can themselves remain in office.

Gender stereotypes in politics: what changes when a woman becomes the local political leader?

This study documents how the presence of a woman in an executive political role affects the gender stereotype of women in politics. We use Brazilian electoral data and restrict our focus to close mayoral races (using an RDD design) in which the top two candidates are of opposite sexes. Our most important result was a reduction in the number of candidates and votes for female mayoral candidates after a woman is elected, regardless of her eligibility status for reelection. This negative result is linked only to the position of mayor and not to other political positions (councilor, state or federal deputy). In addition, our results may be interpreted as evidence that voters do not use their update on women as local leaders to change their beliefs on women’s ability to run for other political positions. Finally, female mayors do not appear to have a role model effect on younger cohorts of women. We also note that our results are not influenced by differences in mayoral policies (generally and specifically for women), which could influence voters’ gender stereotypes.