Resumo

RIOS PONCE, Marco Antonio  e  ORELLANA OSORIO, Iván Felipe. Ethics, Marketing and Knowledge management in the pharmaceutical industry of the city of Cuenca. Perspectivas [online]. 2017, n.39, pp.121-163. ISSN 1994-3733.

This paper proposes to identify the variables of a holistic model for the creation of value and satisfaction of client and/ or consumer of the pharmaceutical industry in the city of Cuenca-Ecuador. It also deals with the study of marketing techniques applied by the companies of the national pharmaceutical industry to their clients, pharmacies and consumers, in order to obtain their loyalty and preference to purchase their products. This exploratory research was carried out with a simple random sampling of all physicians with legal permission to work in the canton of Cuenca and pharmacies. The development capacity to generate knowledge will be a fundamental tool to achieve the organizational objectives, so that it is adapted incorporated and developed to obtain new results, and stimulate creativity and development to enable changes within the organization in the context of ethics and social responsibility.

Palavras-chave : ethics; pharmaceutical; social responsibility; marketing; knowledge.

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