harma Book Syndicate, Hyderabad, 2007. Paperback. Book Condition: As New. New. 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