摘要：In this article we propose a reflection on the Social Marketing concept, by means of its definition and application in Brazilian reality. Thus, we present the main definitions of marketing, social issues and Social Marketing, quoting some authors of the area. All analysis is done under a critic view of some authors that contributed very much for the marketing evolution: Philip Kotler, Marcos Cobra e Francisco Alberto Madia.
关键词：Competitive advantage. Marketing. Social marketing. Third sector.;Marketing. Marketing social. Terceiro setor. Vantagem competitiva.
