Non-Profit Marketing: The Social Focus Of A Government Program

The present investigation shows elements regarding the changes manifested by the beneficiaries of a government program. Seven defined regions that integrate the 46 municipalities of the state were analyzed. The research was qualitative, emerging categories were identified, however instruments were used to obtain only quantitative data. The beneficiaries proposed by those responsible for the zones were interviewed, later chain sampling was used, the main objective in this work is to make an analysis from the non-profit marketing approach. An analysis is made of the way in which this type of programs can be used as a tool for that governmental program to serve as a strategy to create brand value, through the perception of the beneficiaries (consumers) who will be responsible for promoting the brand (political party).