Trade Marketing and its Activities: Case Study in the Pharmaceutical Sector

Abstract

In several companies the development of Trade Marketing departments becames common. Thus, research in this business area gains importance. Trade Marketing can assist promotion of pharmaceutical products, improving relationship with distribution channels. However, there are few studies related to Trade Marketing. The lack of articles in academy leaves a gaps to be filled, for example: what is Trade Marketing really about? What are functions developed by this area? And what have companies developed in this department? Thereby, with gap of studies in Trade Marketing, the relevance of this organizational function and importance of the pharmaceutical sector, this article proposed a deepening of the theme in order to answer the following question: what is and how Trade Marketing works in the pharmaceutical sector? In view of this research problem presented, the following objective was proposed: to verify how the development of the activities of Trade Marketing in the pharmaceutical industry occurs.