000			02060 a2200181 4500
999			_c53374 _d53374
008			200227b ||||| |||| 00| 0 eng d
020			_a978-9388-305-44-0
082			_a615.068/Cha
100			_aChaganti, Subba Rao _935907
245			_aBullseyes and blunders: lessons from 100 cases in pharmaceutical marketing
260			_bPharmaMed Press _aHyderabad _c 2019
300			_axxiv, 593 p. _bHardbound
505			_aContents: 1. The Pharmaceutical Market 2. The Pharmaceutical Product 3. Therapeutic Leadership 4. Product Launch Strategy 5. Life Cycle Management 6. Pharmaceutical Marketing Practices: Good and Bad 7. Disease Branding 8. Blue Ocean Strategy 9. The Pricing Strategies 10. Pharma and Social Media
520			_aSummary, etc Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world’s renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands. Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much needed insights into the essential Don’ts while building and managing their brands. Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, lifecycle management, building and defending a disease-franchise among others.
650			_aPharmacetical Marketing _935663
942			_2ddc _cCS