Pharmaceutical Marketing in India : Concepts Strategy Cases

Contents: Preface. List of abbreviations. I. The big picture: 1. The Indian pharmaceutical industry: an overview. 2. The Pharmaceutical market. II. Nine 'P's: 3. The product. 4. The price. 5. The place. 6. Promotion. 7. Personal selling. 8. The prescription. 9. Policy. 10. Public relation. 11. Power. II. Key success factors: 12. Managing new products. 13. Winning game plans. 14. Towards excellence in marketing. 15. The winning edge. 16. Corporate scoreboard. 17. GMP. 18. A look into the crystal ball. Select bibliography. Index.

"Pharmaceutical Marketing is comprehensive in its coverage and versatile in its treatment. The style is refreshingly simple, direct and reader-friendly.

The focus of the book is clearly and sharply on practice, on applications, and on hands-on experience.

There are over seventy case studies discussed throughout the book showing how some companies have successfully applied the enduring, the innovative marketing concepts and reaped rich dividends and some others have paid dearly for not exploiting the opportunities lying at their door step."