Alzheimer Portugal: do reconhecimento à ação, a importância da accountability na estratégia de marketing

Abstract

The obligatoriness in the accountability of the 3rd sector and the way each institution defines their one action plan, aiming marketing strategies, is increasingly more important for their funding. Thus, the purpose of the present study is to analyse the most relevant strategies adoted by Alzheimer Portugal (AP) to achive their mission and to recognize Alzheimer's disease as a priority in terms of public health policies. In addition, given the increasing scope of the subject under analysis, we intend to narrow the observation towards the potential correlation between transparency in accoutability, how this factor can impact the marketing campaigns undertaken by AP and funding, as well the clarity to the stakeholders.