Relações públicas no varejo: estudo do caso franquia O Boticário

Abstract

From the systematic study of the Apothecary franchise under its system of retail sales , are expected to study this monograph to understand how the actions of the Public Relations (PR ) contribute to the loyalty of its public retail . In order to demonstrate methodologically whole process , a descriptive research through a systemic observation, which served as the basis for identifying possible activities inherent in profissião Public Relations in the organization , within the framework of customer loyalty was performed . Not found a professional Public Relations who acted in one of the units of the group in Goiania , entantofoi identified in the actions of the RP , and it was felt that since it is a franchise , the unit had a solid structuring the guidelines and values communication , and actions and programs already structured by a central , which has a communications department , fit for a PR exercise its functions.