O mecenato cultural como estratégia de marketing empresarial : os casos Banco Espírito Santo, Banco Português de Investimento e Caixa Geral de Depósitos

Abstract

This thesis intends to study the use of marketing related to corporate philanthropy. Accordingly, we studied three financial institutions, through a thorough analysis of their cultural philanthropy actions, in order to understand their motivations. First, we present a theoretical framework of the cultural scenario and the philanthropy policies in Portugal and the relevance of corporate social responsibility. The purpose of this investigation is to emphasize the cultural philanthropy / giving to the arts, as part of a marketing strategy, in which institutions use their share of financial support in cultural activities to enhance their role in society and the market, promoting their brand.

Date of Award	2013
Original language	Portuguese
Supervisor	VICTOR MANUEL ESTEVES FLORES (Supervisor)