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Revista daESPM –Maio/Junho de 2002
TODAY’SCHALLENGESFORPOLITICALMARKETING INBRAZIL
P. 9
JOÃOGUALBERTOVASCONCELLOS
ABSTRACT
The article analyses the geo-economic characteristics of the great SãoPaulo and its evolution, a process that explains part
of the present profile of work opportunities in theMetropolitanRegion.
Sidebysidewith theseendemic factors, theeconomic influenceson themunicipal situationarestudied: thestategovernment
programs, the associated responses of private enterprise, and the impact of the federal privatisation programs.
Thiswayweget to thepresent distributionof employment in theMetropolitanRegionof SãoPaulo, and to the job trendsand
opportunities for the next decade, all based on companies’ investment data. A special emphasis is given to the influence of
different sectors in the total of jobs.
Thecomplex jobsmarketwill not beof anyadvantagebut for thoseprofessionals that havecertainabilitiesandcompetencies,
which are required because of their sophisticated characteristics.
Thus, thecompetenciesneededby professionals, specially businessadministrators, tocompete for these jobs, areexamined
in detail and suggested as a basis for future planning of schools and executive development services.
WHERE ISEMPLOYMENTGOING INSÃOPAULO?–whatyouneed toget thebest jobs P. 16
MARCOSAMATUCCI
ABSTRACT
Theauthor, awell known specialist in creativity techniques–andaprofessor in thearea–questions thenotion that the logical
and verbal thinking is associatedwith the left hemisphere of the brain, while the artistic and creative thinking come from the right
side.
In spiteof highlyadvancedexperimentswhicharedone thesedays in the studyof cerebral activity, of biochemical discoveries
andmany– reallymany–assumptions, nobodyknows, to thisday,
what is
thebrain.Not even if it isachemical orelectrical organ.
This is oneof themost complexmatters in the field of human knowledge.
Besides, even if thehumanbrain is, in fact, divided in twohemispheres, theseare linkedbyabundleof 200millionneural fibres,
which integrateboth. In case of damage to one of the hemispheres, the other one takes over its functions.
Reviewing thestateof these researchstudieson thehumanbrain, theauthor concludes that creativity, inpracticeand inaction,
has no relationshipwith those “neuropsychologist” statements.
WHATMARKETINGPEOPLESHOULDKNOWABOUTAPSYCHOBABBLE
The left sideof brainvs. the right sideof brain
P. 28
ROBERTOMENNABARRETO
ABSTRACT
It ismoreandmore frequent to find casesof “bonded sale”. Thispractice is consideredasabusive, and isprohibitedby legal
mechanisms included in theBrazilianConsumer’sDefenceCode.
Thisarticlestartswithadiscussionon themeaningof theword “abusive”, and listssomeof theusual practices. Themeaning
of theexpression “bonded sale” is explainedwithactual examples of our day-by-day life, indicating the laws that prohibit these.
Thisway, it provides elements to focus on thearticle’s title: minimal consumption. Charging it is commonpractice in several
night clubs and bars of many Brazilian cities. However, this is forbidden by our legal system.
Thearticle lists thediverse laws that prohibit thepracticeof “bondedsales”, and indicates theapplicablearticlesandpenalties
imposed to it.
It also describes someways to avoid this error, so as to help both business and the consumers.
EXAMPLESOFABUSE INMARKETING. MINIMALCONSUMPTION:
ILLEGALPRACTICEOF “BONDEDSALE”?
P. 37
ALDOBATISTADOSSANTOSJUNIOR
ABSTRACT
Thearticlestartswithananalysisof thehistoryof politicalmarketing inBrazil, explaining that in thesocalledOldRepublic there
was very little that could be done in that area. The elitist system the country was immersed in added to a fraudulent electoral
system, precludedmost of thepopulation.Amoreactivecommunicationprocesswasstartedonly in theVargasera. In fact, itwas
onlywith the “trabalhismo” (a political movement associatedwith theworkers’ party PTB), which had a strong fascist inspiration,
that political marketingwas introduced as a gamewith themasses inBrazil, resulting in a populism of great influence. However,
thisprocesswas interruptedby themilitary coupof 1964. Therefore, only in themid80’sBrazil returned to thepracticeof political
marketingand its effects on the societywerenoticed.
The return of political marketing was initially marked by what can be called “showmarketing”, frequently used by Fernando
Collor deMello in1989.Nowadays, however, there isanew tendency in thepolitical arena. This is toworkcloser to the realityand
interests of theelectorate. As such, wewouldbenearer toamodel basedon truth.
