RELATIONSHIP MARKETING IN VETERINARY MEDICINE

The organizers of this book, Professors Katia Denise Saraiva Bresciani and José Antonio Soares, have been working for quite some time, providing courses and lectures on Management and Marketing in Veterinary Medicine, mainly to undergraduate, master and doctoral students.The aim is to add, improve and even fill gaps regarding the management, market knowledge and the role of the veterinarian and his collaborators in the everyday context of their clinics, hospitals, pet shops and laboratories, not precluding the rural area as well, so important to Brazil.This content reinforces the best approaches to this segment and operationalization of the companies of this field of activity. Its professionals have to be prepared in such a competitive market, without losing the sensitivity to act in the prevention, diagnosis and indicating the most suitable treatment for each case. Maintaining ethics, a good background of knowledge and developing problem-solving skills are paramount in order to bring comfort to the pets and their owners. Applicability This book aims to serve as a reference for Veterinary Medicine schools, just as for those ones who contemplate in their curriculum frameworks, components that deal with how to manage companies of this branch and present concepts and new ways for administrators who work in segmented areas.

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