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Pharmaceutical marketing in India: for today and tomorrow

By: Publication details: PharmaMed Press 2019 HyderabadDescription: xxvii, 639p Hard boundISBN:
  • 978-93-8759-385-5
Subject(s): DDC classification:
  • 615.068/Sub
Contents:
Contents: Part One: The Big Picture 1. The Indian Pharmaceutical Industry: An Overview 2. The Pharmaceutical Market Part Two: 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 Part Three: 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
Summary: 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.
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Item type Current library Collection Call number Status Date due Barcode Item holds
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137188
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137189
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137190
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137191
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137192
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137193
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137194
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137195
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137196
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137197
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137198
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137199
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137200
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137201
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137202
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137203
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137204
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137205
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137206
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137207
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137208
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137209
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137210
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137211
Student Collection Student Collection Main Library Student co 615.068/ Cha/ Student Collection (Browse shelf(Opens below)) Available 11137212
Total holds: 0

Contents:



Part One: The Big Picture

1. The Indian Pharmaceutical Industry: An Overview

2. The Pharmaceutical Market

Part Two: 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

Part Three: 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

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.

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