O marketing de relacionamento e a influência do propagandista farmacêutico ao mercado de medicamentos: um estudo de caso da empresa Silvestre Labs em São Luís, Maranhão

Abstract

This study intends to analyze the practice of the marketing of relationship in the context of the pharmaceutical representation as a strategic tool and to demonstrate the influence of the propagandist in the medicine market. To get to this goal, the study reunited concepts, theories and point of views of several authors related to the marketing of relationship, to the pharmaceutical industry and to the role of the representative propagandist. This theme was chosen due to the opportunity of the author to work in this business and to deal with these subjects daily. Another reason to choose is that the topic has been much questioned lately, since advertising is persuasive, what brings a contradiction with the social responsibility of the doctor in the pharmaceutical industry.