A adoção dos conceitos de marketing em um órgão público: um estudo de caso na Secretaria Municipal de Saúde de Montes Claros - MG

Abstract

This work intended to identify the concept of marketing conceived by atown public health organization and the practices deriving from this orientation. The results led to consider that the possibilities and the potential of marketing have not been appropriately exploited. Its main function is to identify the needs of the target public or whoever adopt it, and satisfy it. Yet it is not presented as a central concern of marketingpractices of this sector. Besides the concept, this study analysed the marketing compound under the perspective of social marketing and the processes of relations that the researched unit keeps with its distinct publics that perform on its environment. The combination of the marketing compound is not sufficiently articulated to reach the organization objectives. Apparently, only the distribution can be considered to be at a higher stage in relation to the other three components of the compound. Under the point of view of setting uprelations with the publics, although existing any way, there is still a field to perform on, which will bring positive results for the organization. These approaches are treated in this study so as to offer some contributions for the reflections of marketing practices as an important part of the nonprofit sector.