Reconocimiento de la adopción de los componentes asociados a la gestión del marketing social frente a las campañas desarrolladas en fundaciones que atienden familias en condiciones de vulnerabilidad en la ciudad de Monterrey, México y Bogotá, Colombia

Abstract

This writing shows the model, elaboration and study of the exploration whose purpose was to recognize the adoption of the components associated with the management of social marketing before the campaigns developed in foundations that serve families invulnerable conditions, in the city of Monterrey, Mexico and Bogota Colombia. The methodology used was qualitative, under an exploratory design, since it provides the knowledge for the researcher to obtain insights about the research problem. Based on this, a semi-structured interview was conducted with five (5) key informants, who reported aspects associated with the management of social marketing, the adoption of components of social marketing, and the meaning of vulnerable families. The results of the research allow to verify that a part of the social marketing strategy focuses on the search for resources that allow the social bases to be self-sustaining, however, due to the findings, most of these institutions do not have the resource necessary. So that this can professionalize the management of social marketing, which hinders its operation and the achievement of its objectives.