Marketing cultural e as leis de incentivo a partir de um estudo sobre a comunicação do programa Natura Musical

Abstract

This qualitative and bibliographical research aims to describe what is cultural marketing and what are the companies that invest the most on the segment, through the laws of tax incentive. To illustrate the bibliographical work, the communication strategies for the cultural marketing of the company Natura have been analyzed, through its program Natura Musical, supported in the theoretical, composed by the authors Reis (2003), Machado Neto (2005) and the information concerning the tax incentive laws. Through the research, it is possible to notice that cultural marketing is a widely used tool by companies that look for market distinction and a closer contact with its public, and that can only happen if the strategies are align to the company values. Furthermore, regarding communication, it’s possible to notice that the social media are environments considerably used to promote what has been done, mainly through the content production.