Resumo

LA FUENTE CARDONA, Sorda Daniela. Relationship marketing in the pharmaceutical industry companies in the city of Cochabamba. Perspectivas [online]. 2013, n.31, pp.63-86. ISSN 1994-3733.

Relationship marketing is a global process that places the creation of customer valué in the center of marketing, so it is imperative for an organization seeking success, consider how to retain current customers and attracting new customers to focus its strategy satisfaction and loyalty of those who are already using theirproducts and services. This research proposed to study the applicability of relationship marketing in the pharmaceutical industry companies in the city of Cochabamba, because the marketing function cannot bejust the promotion and marketing of their products, companies need to understand the market in which they opérate, investígate their customers, know the products they market and plan their future actíons. Tnus, an analysis by structural equation modeling, a muítivariate statístical technique used to compare models that propose causal relatíonships between variables. It presents the general structure that has the structural equation modeling, the types of variables that can be used, and its representatíon by structural diagrams, also types ofpossible relatíonships.

Palavras-chave : Relationship marketing; pharmaceuticals; structural equation modeling; latent and observed variables.

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