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Pharmaceutical Marketing in India: For Today and Tomorrow

Subba Rao Chaganti (Author)

Twenty-five years ago, Pharmaceutical Marketing in India: Concepts, Cases, Strategy was the first-ever sectoral marketing book in the Asia Pacific Region. Today, twenty-five years later, Pharmaceutical Marketing in India for Today and Tomorrow continues to be the most comprehensive sectoral marketing book in pharmaceuticals in the Asia Pacific Region. 

The new 25th Anniversary Edition of the book is an updated version of the original text with significant new content. The seventy-seven cases in the book show how some of the highly successful practitioners of Pharma marketing in India have positioned their products, launched and promoted their brands and defended their therapeutic segments. The experiential insights these cases provide are immensely useful for both the practitioners as well as the students of pharmaceutical marketing in India.

What is new in this all-new 25th Anniversary edition? The book presents an introduction to all aspects of changes and initiatives that are happening in the first world markets and whatever baby steps that are being taken by Indian drug majors and their MNC counterparts in India. To name a few - changing detailing practices such as e-Detailing, iPad detailing or tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing among others.

The new ways of engaging and building meaningful relationships with physicians in today’s declining physician access scenario are medical sales liaisons (MSL), key opinion leader (KOL) management and key account management (KAM). This latest edition includes these. The primary purpose of this edition is to make it not only relevant for today but also for tomorrow. In other words, to make it as future-proof as is possible.

25th Anniversary Edition.

Contents: I. The Big Picture: 1. The Indian Pharmaceutical Industry: An Overview. 2. The Pharmaceutical Market. II. Ten ‘P’s: 3. The Product. 4. The Price. 5. The Place. 6. The Promotion. 7. Personal selling. 8. The Prescription. 9. The Policy. 10. Public Relations. 11. The Power. 12. The Patient. III. Key Success Factors: 13. Managing New Products. 14. The Winning Game Plans. 15. Towards Excellence in Marketing. 16. The Winning Edge. 17. Corporate Scoreboard. 18. GMP.

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About the author

Subba Rao Chaganti

Subba Rao Chaganti, the author of this book, has over thirty-five years of rich and varied experience covering all facets of pharmaceutical marketing and management. His experience spans pharmaceutical selling, sales management, brand management, marketing management, strategic planning, training and development, marketing and advertising research consultancy. Work experience covers both domestic and international marketing, and both domestic and multinational sectors. He is presently an adjunct professor at Gitam Institute of Foreign Trade (GIFT), Visakhapatnam; and a program director at ENHANZ, which focuses on designing and elivering Executive Education Programs. He has published two books: 1. Handbook of Pharmaceutical Marketing in India; 2. Game Plans for Post-GATT Era: Action Agenda of Indian Pharmaceutical Industry.

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Bibliographic information

Title Pharmaceutical Marketing in India: For Today and Tomorrow
Format Hardcover
Date published: 29.01.2019
Edition 1st. ed.
Publisher PharmaMed Press
Language: English
isbn 9789388305389
length 666p.