Plano de responsabilidade social empresarial para a Raízen: projeto 4 patas

The process of globalization resulted in a variety of new products emerging. Companies were obliged to find new ways of maintaining the attractiveness for their products to sustain their brands in the economic field. So in this scenario social accountability became an important subject for companies that want to achieve a positive image among consumers. This paper aims to explain how organizational communication is essential to create and manage social accountability in a company. Aiming to explain the relation between organizational communication and social accountability, this final project had three main purposes: establish the connection between organizational communication and social accountability, point out and discuss the main strategies in this communication field, and then propose an action plan for Raízen to solve an established problem in one of its factories

Diga-me quem tu és: o léxico-marketing na publicidade e o comportamento de gêneros sociais

It is unanimous among lexicologists that lexical units present deep marks in the representativeness of cultural and behavioral issues. Thus, some scholars have been proposing methodologies in order to enable the verification, scientifically, of mechanisms to systematize the lexicon within a specific time/space. In this way, it would be possible to promote discussions about its relations with social matters. These lexical contents can be analyzed, for instance, in the publicity having in mind its power of extending the desires of its receiver/customer to the acquisition of products/services since it is a media outlet that provide aids, by means of verbal texts produced by advertising editors, in order to deal with issues of our society, as those related to female and male genders. From all of this, the present article aims at organizing lexical items in market segments, here referred to lexicon-marketing, so as to make possible observation of social behaviors in the universes of both women and men.

Plano de marketing para o centro de excelência em natação e condicionamento físico acquamondo

This work of course conclusion has as objective main the development of a plan of marketing for academy of Acquamondo gymnastics. The enterprise has good equipment and training structure, allowing the client a propitious exercise that shows valuables results. However, there's no structured organization of internal and external communication and marketing: the concern with this topics, essential nowadays to the companies' survivor, practically doesn't exists. Expecting the improvement of the relationship between academy and its clients, enlarge the horizons of the mark and make it known at Bauru and region, stablish priority publics and actions and prospect new clients, the main ideas have been used of practices which contribute in an expressive way for the e stablished objective, like planning, strategic planning, marketing, communication and Public Relations, all applied to the reality of a micro and small company. Based on the concepts described above and by means of SWOT Analysis, a model of marketing plan was proposed with the aim of expanding the reach and impact power of Acquamondo gymnastics in the region its operates

Desmistificando o marketing de guerrilha no terceiro setor: o papel do relações públicas

This work points out innovative alternatives for increasing the visibility of nonprofits using the creative profile of the public relations professional through guerrilla marketing. By means of methodological literature and document the suggested proposal is that the public relations through a Strategic Planning, articulate actions of guerrilla marketing on behalf of third sector concerns increasing its visibility to the state's eyes, the private sector and company making the fundraising and the visibility of these entities increase with low cost, creativity and technique. How guerrilla marketing can encourage smaller competitor it is evident to face their opponents with great creative weapons, innovative and cost effective, providing improvement in the area of activity and easier to raise funds; especially in the third sector entities, which is moved without any profit, only for individual or collective will to solve social issues

Marketing 3.0: a sinergia entre marketing e as relações públicas

This paper aims to discuss the influence of the Public Relations professional in the current market environment, where the client's relationship with the organization is visibly marked by greater freedom of the latter in the decision of buying. The importance of the work and vision of this professional can be observed trough the paths marketing area had been taking, like the appearance of Marketing 3.0. In this paper the intention is to study the paths who lead to the convergence of both areas and in what way both professionals can allied their knowledge aiming to succeed in the market, without ignoring the fact that the results will be better and better the more genuine is the philosophy of respect for the client practiced by the organization and its employees

Avaliação do significado social, econômico e cultural do tabagismo em mulheres profissionais do sexo

Pós-graduação em Enfermagem - FMB

Association between bruxism, alcohol and tobaco use among brazilian students

The etiology of bruxism is not well defined. Different factors affecting the central nervous system are considered as risk factors for bruxism. Dental students are not immune to the bruxism, alcohol consumption and tobacco use, despite their training, knowledge of its effects and social responsibility. The purpose of this study was to evaluate the association between bruxism, alcohol consumption and tobacco use among Brazilian dental students. Participants were chosen among 180, 17-29 year-old students at the UNESP’s Dentistry School – Araçatuba Campus. They were divided into those with and without bruxism on the basis at validated clinical criteria. The clinical examinations were carried out by four standardized examiners (Intraexaminer and Interexaminer Unweighted kappa= 0.82, Weighted kappa= 0.89, respectively), in the clinic, with daylight and a tongue depressor. Bruxism was registered with the following categories: no wear facets, wear facets in enamel, dentine wear facets, facets wear half of the crown and wear facets more than 2/3 of the tooth crown. A self report validated questionnaire for alcohol consumption and tobacco use with 29 questions was completed by both groups. Fischer exact test and T-test were used and Odds Ratio and Confidence Interval was estimated. Bruxism was more frequent among cigarette smokers both in men (68.4%) and in women (56.8%). Among all respondents in this group, 82.6% reported that they would like to quit smoking and those who have tried previously to quit (76.4%) found it made them more stressed. Drinker was more frequent in the group with bruxism also (66.5% of the female and 73.5% of the male). 88.4% reported drinking alcohol because it “allows dealing with stress in an adequate way”. Results suggest a positive association between bruxism and alcohol consumption and tobacco use.

O movimento ambientalista e as propostas de implantação de usinas de álcool no pantanal de Mato Grosso do Sul (1979-2009): um espaço sócio-ocupacional para o Serviço Social de MS

Pós-graduação em Serviço Social - FCHS

A representação temática da tecnologia nos jornais brasileiros e sua configuração mercadológica diante de uma perspectiva de conceito social

This article is part of the result of the Master's thesis of the author, guided by coauthor, and presents a theoretical and conceptual reflection on the representation of Technology in thematic sections Technology in four Brazilian newspaper sites. The fundamental hypothesis is that these editorials prioritize issues that meet market interests of companies in the sector and may be leaving out important social and cultural issues to the understanding of the relationship between technology and society. The study is itself oriented by prospects of journalistic theming and specialized journalism, from a quantitative analysis involving the websites from newspapers of Technology sections O Estado de S. Paulo, Folha de S. Paulo, Gazeta do Povo and Correio Braziliense. The study confirms the hypothesis that representation of Technology in newspapers is primarily the marketing, have not corresponding to an expectation of social and cultural concept. In addition, it is noticed that the editorial in question do not have specialized journalism characteristics, despite of potential generated by thematic segmentation.

O marketing de experiência e o novo consumidor: um estudo bibliográfico

This study aims to elucidate the marketing experience and to show the fundamental role that strategic communication plays as a tool for approaching the target audience and for consolidating a brand. The necessity for differentiation and innovation increases with market competition, standardization of products and services and with a customer more demanding and careful, leading the sensorial experiences to a trend of communication capable of bringing closer the relation between consumer and brand. From a bibliography research, marketing concepts, public relations and marketing experience are studied, presenting national and international cases of success in the retail industry. The study focuses on the comprehension of actions that leads to experiences in the market environment

The association between low alcohol use and traffic risk behaviors among Brazilian college students

Although there are a large number of studies focused on binge drinking and traffic risk behaviors (TRB), little is known regarding low levels of alcohol consumption and its association to TRB. The aim of this cross-sectional study is to examine the association of low to moderate alcohol intake pattern and TRB in college students in Brazil. 7037 students from a National representative sample were selected under rigorous inclusion criteria. All study participants voluntarily fulfilled a structured, anonymous, and self-questionnaire regarding alcohol and drug use, social-demographic data, and TRB. Alcohol was assessed according to the average number of alcoholic units consumed on standard occasions over the past 12 months. The associations between alcohol intake and TRB were summarized with odds ratio and their confidence interval obtained from logistic regression. Compared with abstainers students who consumed only one alcohol unit had the risk of being a passenger in a car driven by a drunk driver increased by almost four times, students who reported using five or more units were increased by almost five times the risk of being involved in a car crash. Compared with students who consumed one alcohol unit, the risk of driving under the influence of alcohol increased four times in students using three alcohol units. Age group, use of illicit drugs, employment status, gender, and marital status significantly influenced occurrence of TRB among college students. Our study highlights the potential detrimental effects of low and moderate pattern of alcohol consumption and its relation to riding with an intoxicated driver and other TRB. These data suggest that targeted interventions should be implemented in order to prevent negative consequences due to alcohol use in this population. (C) 2012 Elsevier Inc. All rights reserved,

Men's health: a population-based study on social inequalities

This study evaluates social inequalities in health according to level of schooling in the male population. This was a cross-sectional, population-based study with a sample of 449 men ranging from 20 to 59 years of age and living in Campinas, Sao Paulo State, Brazil. The chi-square test was used to verify associations, and a Poisson regression model was used to estimate crude and adjusted prevalence ratios. Men with less schooling showed higher rates of alcohol consumption and dependence, smoking, sedentary lifestyle during leisure time, and less healthy eating habits, in addition to higher prevalence of bad or very bad self-rated health, at least one chronic disease, hypertension, and other health problems. No differences were detected between the two schooling strata in terms of use of health services, except for dental services. The findings point to social inequality in health-related behaviors and in some health status indicators. However, possible equity was observed in the use of nearly all types of health services.

Pacta sunt servanda versus the social role of contracts: the case of Brazilian agriculture contracts

This study explores the instability created by contradictory court decisions related with contract breaches. Forward marketing contracts represent an important source of resources to finance Brazilian agriculture, however a large number of contract breaches were observed during a period of marked increase in soy prices. The study analyzed 161 judicial appeal decisions and a survey was carried with 70 farmers. The results show the difference of judges' interpretation and the existence of second order effects. The effects of court decisions were more requirements of guarantees and the reduction in the number of contracts. Those soybean farmers who did not breach their contracts have also been negatively affected by the strategic reactions of trading and processing companies. The concept of "social function of the contract" introduced in Brazilian civil code led to a higher degree of instability in contracts, raising transaction costs and motivating private economic sanctions.

La rivoluzione del marketing televisivo tra internet, applicazioni e web broadcasting

In questa tesi ci focalizzeremo sul connubio TV ed internet che rivoluzionerà l’erogazione dei servizi verso i telespettatori e di conseguenza il marketing pubblicitario in questo contesto. Partiremo dalla storia della televisione in Italia e dei dispositivi TV per poi analizzare i primi fenomeni di utilizzo televisivo del canale web e la conseguente nascita dei primi social media e servizi di video on demand. La seconda parte di questa tesi farà una larga panoramica sul marketing televisivo ed il web marketing, fino ad arrivare al punto di massima prossimità tra i due canali, ovvero l’advertising correlato ai contenuti video presenti sul web. Nella terza ed ultima parte analizzeremo le prime piattaforme di WebTV e servizi di internet television, per poi focalizzarci sui probabili risvolti e prospettive future sia a livello di fruizione dei contenuti che pubblicitario. Questo fenomeno avrà una netta influenza nel Marketing considerando che dal 1984 la TV è il mezzo che raccoglie la maggior parte degli investimenti pubblicitari ed il web è il media in maggiore ascesa a livello di penetrazione e popolarità negli ultimi anni.

Search engine marketing nel settore della ricerca e selezione del personale

Il panorama delle aziende italiane è costellato da una moltitudine di piccoli attori largamente specializzati in mansioni definite. Sono le piccole e le medie imprese (PMI), aziende per lo più familiari e con meno di qualche decina di dipendenti, talvolta con un'importante storia alle loro spalle che, nonostante la crisi e l'avvento di Internet, sono riuscite a rimanere leader incontrastati nel loro settore. È proprio Internet infatti uno dei pericoli più grandi per esse. Settori che in passato erano presenti offline, negli uffici dove ci si rivolgeva per l'erogazione del servizio richiesto, oggi godono di una fortissima se non predominante attività online, come il settore della ricerca e della selezione del personale. Questo settore, in particolare, ha subito tutta l'influenza di Internet. Annunci, ricerche di lavoro, consulenze, sono quasi totalmente presenti attraverso il canale online. Tale cambiamento ha portato ad una scossa nel mercato, cambiando le modalità di offerta e di domanda dei servizi, determinando chi dovesse sopravvivere e chi no. È Internet stessa ad offrire uno strumento fondamentale per la rivalutazione delle proprie attività e il ritorno di piccole imprese a guidare il mercato, soprattutto nelle realtà locali. Riuscire ad avere il coraggio di affrontare il cambiamento che Internet impone, riorganizzando il proprio lavoro e la propria struttura, è oggi un trampolino di lancio per competere con i grandi head hunter del settore, con aziende del calibro di Monster che sembrano ormai irrangiungibili. Li pensiamo irrangiungibili perché dominanti nei motori di ricerca: sistemi che veicolano attraverso di essi l'informazione e che oggi sono lo strumento che tutti noi quotidianamente utilizziamo per raggiungere le aziende e i loro servizi. I motori di ricerca sono però anche il luogo più democratico della rete. Non sono i soldi o la forza numerica data dell'essere una grande azienda a determinare il posizionamento in essi. È invece la capacità di inviduare e focalizzare il proprio core business che offre la possibilità di primeggiare tra le realtà locali, siano esse a livello provinciale o regionale ad esempio. In queste realtà, in questi settori, non sono i grandi attori internazionali ad avere più possibilità di successo ma sono le attività vicine al territorio ad esserne i leader. Capire questo e agire sulle leve che permettano alle PMI di dirigere il mercato è l'obiettivo di questa tesi. La tesi inizia con una analisi dei principali motori di ricerca italiani, di come sono strutturati e come essi riescono a valutare chi possa essere presente per una determinata keyword e chi non possa esserlo ma soprattutto la qualità attribuita e la posizione assunta. L'argomentazione viene sviluppata su due differenti percorsi: il primo analitico, dove vengono presentati i motori di ricerca, i loro algoritmi, la loro storia e la loro evoluzione futura, per capire come poter essere presenti oggi e come poter esserlo domani. La seconda parte è invece operativa, analizzando Teseo: un'agenzia di ricerca e selezione del personale operante a livello regionale nell'Emilia Romagna e fortemente specializzata in alcune attività molto specifiche. E' stato prodotto un prototipo di sito studiando i punti di forza e le debolezze di sistemi come WordPress e, infine, il lavoro punta alla sua messa online, al confronto tra i risultati raggiunti dal vecchio sito e quelli ottenuti con il nuovo, con una parte finale dedicata a delle attività collaterali e alla valutazione di strategie future sul lungo periodo. Nel settore della ricerca e della selezione del personale via Internet, come può una PMI sopravvivere contro i grandi head hunter?