O marketing institucional como estratégia de valorização da imagem da Polícia Militar do Maranhão

Abstract

The Marketing is not only an instrument to improve the performance of goods and services through strategic planning that meets the needs of its consumers, but also to show and build real values. As time went by, a new type of marketing emerged with a different objective from that applied by private companies directed to the human needs of the citizen, which is called institutional marketing or also called public marketing. It is aimed at public institutions linked to state public administration which has recently proved to be an excellent tool for promoting the image of police corporations, especially the military police. The Military Police of Maranhão (PMMA) has used a lot of institutional marketing as a way of promoting its image in the society of Maranhão, which are the clients of the public security services offered by the State of Maranhão. Thus, the following problem arose: how has institutional marketing been used as a strategy to enhance the image of the Military Police of Maranhão? Thus, the object of research of the present work is to study institutional marketing as a strategy to enhance the image of the Military Police of Maranhão. To develop this work, the literature review methodology was used. Here it is important to emphasize that it was essential to quote from the doctrine considered classic to be able to clarify some aspects on this theme that have already been overcome due to the technological revolution. A questionnaire was also carried out with the followers of the official PMMA website to gather data on the research, which is still a new theme in the State of Maranhão. A questionnaire was also applied to the commanders of the capital's operational units. An interview was held with the person in charge of this area at PMMA. Master theses and dissertations were also used, as well as scientific articles all addressing this context. In the first chapter, a little about the general aspects of marketing will be discussed, emphasizing that the main objective is not to exhaust this issue. Proceeding will be addressed the marketing within the police institutions. For this purpose, it will also be necessary to show the role of the police from the beginning of its creation in Brazil until its creation within the State of Maranhão and a chapter will be dedicated to work on the object of the research. Finding a conclusion will be presented with some criticisms and possible solutions to the problems that were encountered in this regard.