Subba Rao Chaganti

Pharmaceutical marketing in India

For Today and Tomorrow

• Gebundenes Buch

Produktbeschreibung

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 plus 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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Produktdetails

• Verlag: BSP Books Pvt. LTD.
• Seitenzahl: 668
• Erscheinungstermin: 20. Oktober 2018
• Englisch
• Abmessung: 240mm x 161mm x 40mm
• Gewicht: 1158g
• ISBN-13: 9789388305259
• ISBN-10: 9388305256
• Artikelnr.: 54625772

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)