摘要：The use of the marketing and the corporate communication is valid to got effectively the objectives of the actual counterhegemonic social movements. The research about the use of the marketing and the corporate communication in the counterhegemonic social movements is rare. Besides, it isn’t about the validity of the use of the marketing and the corporate communication to got the objectives of the actual counterhegemonic social movements. In order to obtain the necessary data to test the hypothesis were used a methodological strategy of documentary research, the qualitative analysis of content and the qualitative analysis of data.
关键词：Social movement ; persuasive communication ; communicational planning ; non-profit organization ; counterhegemony
