{"id":54499,"date":"2006-11-09T00:00:00","date_gmt":"2006-11-09T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/estudio-marco-de-la-publicidad-de-medicamentos-dirigida-al-consumidor-en-espana\/"},"modified":"2006-11-09T00:00:00","modified_gmt":"2006-11-09T00:00:00","slug":"estudio-marco-de-la-publicidad-de-medicamentos-dirigida-al-consumidor-en-espana","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/estudio-marco-de-la-publicidad-de-medicamentos-dirigida-al-consumidor-en-espana\/","title":{"rendered":"Estudio marco de la publicidad de medicamentos dirigida al consumidor en espa\u00f1a"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Patricia Corredor Lanas <\/strong><\/h2>\n<p>Descripci\u00f3n de la actuaci\u00f3n de la publicidad de medicamentos dirigida al consumidor en espa\u00f1a, teniendo en cuenta los aspectos sociales, econ\u00f3micos y sanitarios; el marco legal e institucional, el nuevo entorno digital para la comunicaci\u00f3n y comercializaci\u00f3n que propone internet, y por \u00faltimo, la pr\u00e1ctica.     adem\u00e1s, el estudio identifica las principales tendencias que, a corto y medio plazo, podr\u00e1n ser determinantes en el desarrollo del sector de los medicamentos cuya publicidad se dirige al consumidor y que contribuir\u00e1n a delimitar en el futuro el marco de actuaci\u00f3n de su actividad comunicativa.     las principales aportaciones son las siguientes: descripci\u00f3n del contexto de la automedicaci\u00f3n en espa\u00f1a, an\u00e1lisis comparativo de los modelos de farmacia en la uni\u00f3n europea (ue), compilaci\u00f3n de la legislaci\u00f3n sobre medicamentos, cuantificaci\u00f3n del mercado de la automedicaci\u00f3n en espa\u00f1a y en la ue, clasificaci\u00f3n de los portales sanitario y estudio de su presencia efectiva en la red adem\u00e1s de un an\u00e1lisis del fen\u00f3meno de las farmacias virtuales, y estudio de la publicidad en la gesti\u00f3n de las marcas farmac\u00e9uticas: estrategias en medios convencionales, con especial atenci\u00f3n a internet, y estrategias de comunicaci\u00f3n directa al consumidor (dtc, direct to consumer).<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Estudio marco de la publicidad de medicamentos dirigida al consumidor en espa\u00f1a<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Estudio marco de la publicidad de medicamentos dirigida al consumidor en espa\u00f1a <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Patricia Corredor Lanas <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 11\/09\/2006<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Jos\u00e9 Mar\u00eda Alvarez Monzoncillo<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: hip\u00f3lito Vivar zurita <\/li>\n<li>Garc\u00eda De castro mario (vocal)<\/li>\n<li>ricardo Perez amat garcia (vocal)<\/li>\n<li>inmaculada Mart\u00ednez mart\u00ednez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Patricia Corredor Lanas Descripci\u00f3n de la actuaci\u00f3n de la publicidad de medicamentos dirigida al consumidor en espa\u00f1a, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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