MERCADEO INTERNO COMO ESTRATEGIA DE PRODUCTIVIDAD EN LA INDUSTRIA FARMACEÚTICA EN EL MUNICIPIO MARACAIBO

Abstract

The objective of this research was to analyze the internal marketing as a productivity strategy in the pharmaceutical industry in the municipality of Maracaibo. In compliance with this objective, texts by specialist authors in the area such as Regalado, Allpacca, Baca and Geronimo (2011), Kotler, P. (2012), Rivera and Garcillan (2014), Koontz, Weihrich and Cannice (2012) were consulted, Serna, H. (2009), Robbins and Coulter (2010), among others. The research was classified as descriptive under a quantitative approach and according to its design as non-experimental, descriptive, cross-sectional field. The population was made up of pharmaceutical laboratories, and as informative units, 4 district managers and 22 medical visitors, from Laboratories Pfizer, Sanofi and Bayer. Regarding the technique of the investigation, a questionnaire validated by 6 specialists was applied, with a reliability of 0.90. The results showed that the pharmaceutical laboratories apply some internal marketing actions with the purpose of encouraging their collaborators in their work performance even if they do not have it characterized as such, observing opportunities for improvement in terms of orientation towards the external client, such as important fact is that in this research a new variable was created, which links the concept of internal marketing with the definition of productivity strategy, which may be useful along with the guidelines formulated to implement an internal marketing model for the industry pharmaceutical company in order to improve their work performance.