title: [Nurses are not into personal marketing: do history explain why?].
abstract: Reflection on the nurse's personal marketing based on beliefs and values explained by the history of the main characters that care for patients. It brings to the surface reflections on the ambiguity between the social image of nursing and scientific, technological and humanistic knowledge developed over the time. It recognizes that there is still a fixation on the attributes relating to attitude and moral of the professionals to the detriment of having high regard for the technical and scientific knowledge. It verifies that the History of Nursing allows understanding that the fight against prejudice in the collective imagination lends weight to the social acceptance and recognition of this profession through the promotion of Nursing Science and the demonstration of its application in the professional practice.
authors.affiliation: Departamento de Enfermagem, Universidade Federal de São Paulo, São Paulo, SP.
authors.forename: Rosana Chami
authors.initials: RC
authors.lastname: Gentil
mesh_terms: D040541:Marketing; D009729:Nursing