Analisar as ações de responsabilidade social com ênfase no marketing 3.0 em uma empresa de energia brasileira

Abstract

With increasing concern the preservation of the environment, a new era of marketing arises, Marketing 3.0. Based on this new era was chosen a large Brazilian company in the energy industry as a case study of this scientific paper. Analyzing its Social Responsibility actions with emphasis on Marketing 3.0. Aiming to find out what actions are those, which these actions bring benefits both for the company and for its employees and the degree of customer requirement with regard to environmental preservation. An exploratory methodology was adopted, with the primary data an interview with the Communications Manager of Petrobras and secondary data as the company's sustainability reports available on the network, in a qualitative way. Analyzing the data collected and compared with the criteria established by the Marketing 3.0. Ending with an analysis of the benefits generated by adopting the RS and a new study to be explored on conscious consumer.