About the Book:
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. |
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 |
About the Author:
Subba Rao Chaganti, has a masters in business
administration and over fifty-two years of experience in pharmaceutical
marketing covering the whole gamut and all facets of the industry from selling
to sales management, product management to heading the total marketing activity.
His experience covers domestic and international marketing, and also Indian and
multinational sectors. He also taught for a few years a course on Advertising
and Brand Management at Gitam Institute of Foreign Trade (now part of Gitam University)
at Visakhapatnam as an adjunct professor and also taught a course on Marketing
at the School of Management, Jawaharlal Nehru Technological University (JNTU),
Hyderabad as a visiting faculty. He lives in Hyderabad and can be reached at subbarao.chaganti@gmail.com
Here is a list of his publications: 1.
Pharmaceutical
marketing in India: Concepts, Cases, Strategy 2. Game Plans for Post-GATT Era: Action Agenda of Indian Pharmaceutical
Industry 3. Compete or Forfeit:
Strategies for Sustainable Competitive Advantage in Pharma Product Patents Era |
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