1 2 3 4 5 6 7 UNIVERSIDADE FEDERAL DO CARIRI C ARIRI CENTRO DE CIÊNCIAS CIÊNCI AS SOCIAIS APLICADAS CURSO DE ADMINISTRAÇÃO DE EMPRESAS
JOSÉ HUMBERTO ERMANO CORREIA FILHO
DESENVOLVIMENTO DE UM MODELO DE MENSURAÇÃO DO RETORNO DE INVESTIMENTO EM MAR!ETIN PARA ORANI"AÇ#ES DE CUNHO SOCIAL
JUA"EIRO DO NORTE 2$16
JOSÉ HUMBERTO GERMANO CORREIA FILHO
DESENVOLVIMENTO DE UM MODELO DE MENSURAÇÃO DO RETORNO DE INVESTIMENTO EM MARKETING PARA ORGANIZAÇÕES DE CUNHO SOCIAL
Mono Monogr gr! !" " #r$ #r$%$ %$n& n&' ' o C(r% C(r%o o '$ A')"n"%&r*+o '$ E)#r$%% ' Un", Un",$r $r%" %"' ''$ '$ F$'$ F$'$r r-- 'o Cr"r Cr"r".". /o)o /o)o r$0("%"&o #r/"- #r o1&$n*+o 'o T2&(-o '$ B/3r$- $) A')"n"%&r*+o Or"$n&'or4 Pro!5 M%5 A-$6n'r$ Sor
%$JUAZEIRO DO NORTE 789:
JOSÉ HUMBERTO GERMANO CORREIA FILHO
DESENVOLVIMENTO DE UM MODELO DE MENSURAÇÃO DO RETORNO DE INVESTIMENTO EM MARKETING PARA ORGANIZAÇÕES DE CUNHO SOCIAL
Mono Monogr gr! !" " #r$ #r$%$ %$n& n&' ' o C(r% C(r%o o '$ A')"n"%&r*+o '$ E)#r$%% ' Un", Un",$r $r%" %"' ''$ '$ F$'$ F$'$r r-- 'o Cr"r Cr"r".". /o)o /o)o r$0("%"&o #r/"- #r o1&$n*+o 'o T2&(-o '$ B/3r$- $) A')"n"%&r*+o Or"$n&'or4 Pro!5 M%5 A-$6n'r$ Sor
%$JUAZEIRO DO NORTE 789:
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JOSÉ HUMBERTO GERMANO CORREIA FILHO
DESENVOLVIMENTO DE UM MODELO DE MENSURAÇÃO DO RETORNO DE INVESTIMENTO EM MARKETING PARA ORGANIZAÇÕES DE CUNHO SOCIAL
Monogr!" #r$%$n&' o C(r%o '$ A')"n"%&r*+o '$ E)#r$%% ' Un",$r%"''$ F$'$r- 'o Cr"r". /o)o r$0("%"&o #r/"- #r o1&$n*+o 'o T2&(-o '$ B/3r$- $) A')"n"%&r*+o Or"$n&'or4 Pro!5 M%5 A-$6n'r$ Sor
%$ A#ro,' $) >>?>>?>>>>5 BANCA E@AMINADORA
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> Pro!5 Un",$r%"''$ F$'$r- 'o Cr"r" >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> Pro!5 Un",$r%"''$ F$'$r- 'o Cr"r" >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> Pro!5 Un",$r%"''$ F$'$r- 'o Cr"r"
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ARACIMENTOS
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RESUMO
ABSTRACT
LISTA DE ILUSTRAÇ#ES
LISTA DE R%FICOS
LISTA DE TABELAS
LISTA DE ABREVIATURAS E SILAS
SUM%RIO
1
INTRODUÇÃO
7&1 D'()*)+,- ' .'/)0)+,- .- -/'0 Urg$. '"n&$ ' n$/$%%"''$ '$ )$n%(r*+o 'o r$%(-&'o 'o% $%!or*o% '$ Mr$&"ng #r orgn"*$% 'o &$r/$"ro %$&or $ '$ *$% '$ Mr$&"ng %o/"-. o '$%$n,o-,")$n&o '$ $%&('o% 0($ #$r)"&) '$!"n"*+o '$ )o'$-o% '$ n<-"%$ 'o% ")#/&o% '$ /)#n3% '$ '",(-g*+o. r$-/"on)$n&o /o) %o/"$''$. 1rn'"ng $ /#&*+o r$/(r%o% $) orgn"*$% $ $n&"''$% '$ /(n3o %o/"-5 S$g(n'o Ro/3 ;788= O Mr$&"ng () ")#or&n&$ "n%&r()$n&o '$ g$%&+o #r orgn"*$% '$ 0(-0($r %$&or5 É () $6/$-$n&$ !$rr)$n& '$ $%&('o 'o /on%()"'or $ %$(% 3<1"&o%. !or)(-*+o '$ $%&r&g"% $ o1&$n*+o '$ r$%(-&'o%5
D$%% )n$"r #o%%2,$- orgn"*$%. "n/-(%",$ 'o &$r/$"ro %$&or %"%&$)&"r %(% *$% no %$n&"'o '$ )6")"r o% r$%(-&'o% o1&"'o% $ %%") '$%$n,o-,$r /o) )"% $!"/"n/"% %(% &","''$%. )$%)o 0($ $%&% n+o o#$r$) '$n&ro ' -g"/ '$ )$r/'o or"$n&' #r o -(/ro5 Con&('o. #$%r '$ 1(n'n&$% o% $%&('o% ,o-&'o% #r o #-n$)$n&o. /on&ro-$ $ r$&orno '$ "n,$%&")$n&o #r orgn"*$% '$ /(n3o #r",'o. o /on&$'o &/n"/o $ /"$n&2!"/o $%#$/2!"/o '$ )r$&"ng $ n<-"%$ '$ r$&orno '$ "n,$%&")$n&o '$ *$% '$ Mr$&"ng %o/"- #r orgn"*$% 'o &$r/$"ro %$&or "n' "n/"#"$n&$ $ /r$/$ '$ #ro!(n')$n&o $ $6#n%+o5 Corro1orn'o /o) $%% ,"%+o M$"r $ Sn&o% ;7897= #on&) 0($ D $ Mon&go)$r $) r&"go '$ 9 '$!$n'$r) 0($ () 'o% '$%!"o% 'o )r$&"ng no% no% %$g("n&$% %$r" o '$%$n,o-,")$n&o '$ !or)% '$ ,-"*+o 0($ #('$%%$) %$r (&"-"'o% #r )on"&orr o '$%$)#$n3o '% &","''$% '$ )r$&"ng $ )"% "n' no )r$&"ng %o/"-5 A%%"). /on,$rgn/" '% n$/$%%"''$% #r<&"/% $ '% -/(n% /on/$"&("% /$r/ '$%&$ %%(n&o !or) !&or$% '$/"%",o% #r $%/o-3 'o &$) $ '$-")"&*+o 'o #ro1-$) '$%&$ &r1-3o5
7&2 O'Pr$&$n'$)o% &r,% '$%&$ $%&('o '$%/o1r"r 0("% !&or$% #o'$) %$r r$#-"/'o% 'o% $%&('o% ' ')"n"%&r*+o '$ $)#r$%% #r",'% $ 0("% %+o $%#$/2!"/o% '% orgn"*$% '$ /(n3o %o/"- #r $n&+o '$!"n"r () )o'$-o '$ *+o $ n<-"%$ '$ r$&orno '$ "n,$%&")$n&o #r &"% $n&"''$%. /o) 1%$ no #-n$)$n&o
$%&r&g"/o '$ )r$&"ng $ %$( '$%$n,o-,")$n&o no In%&"&(&o '$ A#o"o Cr"n*% Co) Cn/$r IACC $. Br1-3QCE5
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7&4 OBJETIVOS 559 '/ D$!"n"r () )o'$-o '$ n<-"%$ '$ r$&orno '$ "n,$%&")$n&o #r orgn"*$% '$ /(n3o %o/"- #r&"r ' n<-"%$ '% *$% '$ Mr$&"ng '$%$n,o-,"'% no "n%&"&(&o '$ A#o"o Cr"n* /o) Cn/$r IACC5 557 E8'9;()9-8 = D$!"n"r 0("% $-$)$n&o% '$,$) %$r /on%"'$r'o% n )$n%(r*+o '$ r$%(-&'o% n% *$% '$ )r$&"ng or"$n&'% o &$r/$"ro %$&or 1= A#r$%$n&r () )o'$-o '$ )$n%(r*+o '$ r$&orno '$ "n,$%&")$n&o $ '$ ")#/&o '% *$% '$ )r$&"ng $) OSC% /= A#r$%$n&r r$%(-&'o% 0(n&"&&",o% 'o% #ro$&o% $ *$% r$-"'% #$-o IACC no #$r2o'o '$ D$$)1ro '$ 789 M"o '$ 789:
7&5 <)='8'8 H"#&$%$ 9 ;H9=4 O '$%$n,o-,")$n&o $ ")#-$)$n&*+o '$ () #-no '$ Mr$&"ng "r< ()$n&r o ,o-()$ '$ 'o*$% r$/$1"'% $ '$ #$%%o% /o-3"'% #$-o IACC5 H"#&$%$ 7 ;H7=4 O )on"&or)$n&o $ ,-"*+o n&$%. '(rn&$ $ '$#o"% ' ")#-$)$n&*+o 'o #-no '$ )r$&"ng #ro#"/"r< () )$-3or /o)#n3)$n&o '% &","''$% g$r$n/""% $ () )$-3or $n&$n'")$n&o '% &","''$% $ 'o% r$%(-&'o% o1&"'o% #or #r&$ ' $0("#$ '$ &r1-3o 'o IACC5
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REFERENCIAL TE?RICO
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