A influência do marketing social corporativo na identidade corporativa: um estudo nas indústrias de alimentos do Paraná.

Corporate social marketing (CSM) is a concept that combines social work and marketing tools. It implies that corporations share value with their clients through the dissemination of social programs that they develop, within a process that benefits social causes and the companies themselves. Current paper analyzes the influence of MSC on corporate identity of the major food industries in the state of Paraná, Brazil. A qualitative research was undertaken through interviews with marketing and social managers, as well as with a documentary research in the social media. Data reveal that industrial communication is directed towards stakeholders, with special means, mainly printed material, for the purpose. Managers believe they have obtained results such as strengthening of corporate brand and greater market openness, albeit not on a quantitative basis. [ABSTRACT FROM AUTHOR]