Brand Positioning in Pharma - Chaganti, Subba Rao
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Why a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing? Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented-two of the most important aspects of marketing. Secondly, while most marketers know what Positioning is, many are unclear on how to do it…mehr

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Produktbeschreibung
Why a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing? Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented-two of the most important aspects of marketing. Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively. Hence this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals. Jack Trout and Al Ries pioneered the Positioning concept. They described it first in an article, Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the article that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages. In healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous messages from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need a precise, meaningful, and relevant Positioning. Positioning that resonates with the customer. Brand Positioning in Pharma shows you how to do that, with fifty-two case studies demonstrating how some innovative marketers creatively positioned their products and won.
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Autorenporträt
Subba Rao Chaganti has a master's in business administration and over fifty-two years of pharmaceutical marketing experience covering the whole gamut and all facets of marketing, from sales management to product management to heading the total marketing activity. His experience covers domestic and international marketingand the Indian and multinational sectors.For a few years, he taught a course on advertising and brand management at the GITAM Institute of Foreign Trade (now part of the GITAM University) at Visakhapatnam and a course on international marketing at Jawaharlal Nehru Technological University (JNTU) at Hyderabad in India as a visiting faculty.He lives in Hyderabad, India. Here is a list of his published books:1. Pharmaceutical Marketing in India: Concepts, Strategy, and Cases (1990)2. Game Plans for Post-Gatt Era: Action Agenda of the Indian Pharmaceutical Industry (1999)3. Pharmaceutical Marketing in India, Revised Edition, (2005)4. Compete or Forfeit: Strategies for Sustainable Competitive Edge in Pharma Product Patent Era (2007)5. Pharmaceutical Marketing in India for Today and Tomorrow:25th Anniversary Edition, (2018)6. Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing (2019)7. Digital Pharma Marketing Playbook: Winning with the New Rules of Engagement (2020)8. Cracking the Generics Code: Your Single-Source Success Manual for Multi-Source Products (2021)9. Reimagine Pharma Marketing: Make it Future-Proof! (2023)10. Brand Positioning in Pharma (2023)11.Transactional to Transformational Marketing in Pharma (2023)