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- Title
A propósito de un análisis desde las relaciones públicas: la revisión yuxtaposicional de la comunicación y la persuasión, una encrucijada para confrontar la industria farmacéutica.
- Authors
Carolina Spell, Diana; Gallego Ruiz, Mónica; Carlos Molleda, Juan; Bayliss, Lauren; Álvarez Moreno, Mauricio; Botero Montoya, Luis Horacio
- Abstract
This article is intended to enquire about the way how multinational pharmaceutical corporations in Canada, Colombia, Peru, and the United States establish their relations with internal and external publics, but the article will specifically go deep into the strategies and methods used for promoting preference for generic drugs and their potential benefits. The study this article is based on is grounded on a multidimensional line of work which incorporates communication theories and public relations, focused on aspects such as persuasion and trust as quality indicators in relationships; the study also includes aspects of the conceptual framework that we have addressed in a research entitled "Communication Strategies and Public Relations Focused on the Construction of Persuasion, Trust, and Reputation by Unions, Regulating Entities, and Brand Generics of the Pharmaceutical Sector with Presence in Canada, the United States, Colombia, and Peru;" besides, it is an important evidence of the theoretical and argumentative support shown by such study in its reference framework.
- Subjects
CANADA; LATIN America; PUBLIC relations in the pharmaceutical industry; PHARMACEUTICAL industry; GENERIC drugs; PERSUASION (Rhetoric); COMMUNICATION strategies; MARKETING
- Publication
Revista Anagramas, 2014, Vol 12, Issue 24, p119
- ISSN
1692-2522
- Publication type
Article