THE PHARMACEUTICAL INDUSTRY AND THE STRATEGIC IMPORTANCE OF THE PROPAGANDISTS OF DRUGS: STUDY WITH EMPLOYEES IN NATAL/RN

被引：0

作者：

Hekis, H. R. ^{[1
]}

Sousa, K. C. ^{[1
]}

Furukava, M. ^{[2
]}

Valentim, R. A. M. ^{[1
]}

Oliveira, I. D. ^{[1
]}

Alves, L. S. ^{[3
]}

机构：

[1] Univ Fed Rio Grande do Norte, Natal, RN, Brazil

[2] Univ Fed Rural Semi Arido, Mossoro, Brazil

[3] Inst Fed Rio Grande Norte, Natal, RN, Brazil

来源：

HOLOS | 2014年 / 30卷 / 04期

关键词：

Use Pharmaceutical industry; Pharmaceutical Marketing; Drug Propagandists sellers;

D O I：

10.15628/holos.2014.1341

中图分类号：

O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];

学科分类号：

07 ; 0710 ; 09 ;

摘要：

The Pharmaceutical industry is a competitive, complex and major investment in research, development and production of pharmaceutical products. One of the main strategies of the pharmaceutical industry is the promotion of their products to the medical profession, through propagandists medicines, essential to the success of this strategy professionals. The study aimed to demonstrate the strategic importance of the propagandists of medicines and necessary for the proper performance of this profession skills, to ensure competitive advantage, and the success of these organizations. Semi-structured individual interviews, and a brainstorming meeting were held, resulting in the identification of 46 competencies, including knowledge, skills and attitudes which the propagandists attributed greater importance and therefore were deemed most relevant and essential to the performance of activities of pharmaceutical propagandists under its prospects.

引用

页码：317 / 333

页数：17

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