Estratégias de Marketing na promoção de medicamentos
Nowadays, marketing is not only defined as the advertising of a certain product; today it is categorized as the process of organizing, planning, and executing actions. Marketing began to be used with great intensity in the health area in the 1970s. For organizations, marketing strategies are of p...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/52944 |
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| Resumo: | Nowadays, marketing is not only defined as the advertising of a certain product;
today it is categorized as the process of organizing, planning, and executing
actions. Marketing began to be used with great intensity in the health area in
the 1970s. For organizations, marketing strategies are of paramount
importance in order to be recognized in the market in which they operate.
Therefore, marketing strategies help the organization to understand its
consumer, but also help the organization to be aware of its budget, avoiding
unnecessary expenses. The objective of this work is to identify which marketing
strategies have been used in the promotion of medicines. This is a literature
review, using the following databases: Scientific Eletronic Library Online
(SciELO), Science Direct, Pubmed, Latin American and Caribbean Literature
on Health Sciences (LILACS) and Google Scholar; in the period from 2012 to
2022. Given a series of studies with the strategies, a greater adherence of the
use of relationship marketing was noted, bringing as a result a greater customer
loyalty. Marketing strategies have been shown to be important for the marketing
of pharmaceutical supplies. For this reason, it is important to study marketing
and its potential to increase sales. The subject is still little portrayed in the
literature, therefore it is on the rise in the current market. |
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