Drugs organization

Date of publication: May 1, 2001

Catalogue: Latin America 2001


The primary objective of this paper is to show how the laws of market research – applied in an innovative manner vis-à-vis the use of special techniques and multidisciplinary teams of professionals – is able to take a quantitative leap in analyzing highly complex situations. In these postmodern times, it is fundamental to rethink the old standardized marketing formulas, which can be likened to inert and not very creative cake recipes. Research, on the whole, deserves to be looked at anew and reassessed in order to make it more comprehensive, more flexible, and speedier, on one hand, and more complex and precise in terms of information quality, on the other hand. One of the most difficult themes to be studied refers to how an adequate strategy can be developed to prevent drug use. The challenge was to try to understand “drug organization” from a marketing standpoint, in order to address drug prevention using a broader strategy, with a well-defined action plan.

Oriana Monarca White


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