Resumen

SPELL, Diana Carolina et al. About an Analysis from Public Relations: A Joint Review of Communication and Persuasion; A Crossroad for Confronting Pharmaceutical Industry. anagramas rumbos sentidos comun. [online]. 2014, vol.12, n.24, pp.119-1140. ISSN 1692-2522.

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.

Palabras clave : Communication; strategies; public relations; persuasion.

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