2020-03-242020-03-242019-12-05SILVA, Giovanna Fernandes. Marketing de relacionamento e a construção de imagem: estudo de caso Odorata cosméticos. 2019. 49 f. Trabalho de Conclusão de Curso (Graduação) - Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2019.http://repositorio.bc.ufg.br/handle/ri/18914This still exploratory project aimed to analyze the relationship marketing of the company Odorata cosmeticos and show how directed communication is important to reach specific audiences, in this case the consultants. The methodology of the work was of the exploratory qualitative research of the Case Study method, were used for diagnostic analysis of brand communication vehicles, website, social networks and catalogs. The development of the work was based on the analysis of these media, grounded theoreticalmframework containing subjects such as identity and image construction, internal communication and directed communication, a questionnaire was created and applied to the company's marketing manager. As a result of the process, improvements in company communication and product line were indicated.porAcesso AbertoMarketing de relacionamentoComunicação dirigidaRelações PúblicasConstrução de imagemRelationship marketingDirected communicationPublic RelationsImage buildingTCC