Subba Rao Chaganti

Gebundenes Buch

Pharmaceutical marketing in India

For Today and Tomorrow

Beschreibung

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.

Autor

Subba Rao Chaganti He has a master's in business administration and over fifty-seven years of experience in pharmaceutical marketing, covering all facets of the industry, from selling to sales management, product management, and heading the total marketing activity. His experience covers domestic and international marketing and Indian and multinational sectors.He also taught a course on Advertising and Brand Management at Gitam Institute of Foreign Trade (now part of Gitam University) at Visakhapatnam for a few years as an adjunct professor and a course on Marketing at Jawaharlal Nehru Technological University (JNTU), Hyderabad, as a visiting faculty member.He lives in Farmington, Connecticut, USA, and can be reached at [e-mail] Here is a list of his publications:Books Published:1. Pharmaceutical Marketing in India: Concepts, Cases, Strategy2. Game Plans for Post-Gatt Era: Action Agenda of Indian Pharmaceutical Industry3. Compete or Forfeit: Strategies for Sustainable Competitive Edge in Pharma Product Patent Era4. Pharmaceutical Marketing in India for Today and Tomorrow - 25th Anniversary Edition5. Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing6. Digital Pharma Marketing Playbook: Winning with the New Rules of Engagement7. Cracking the Generics Code: Your Single-Source Success Manual for Winning in Multi-Source Product Markets8. Reimagine Pharma Marketing: Make It Future-Proof!9. Brand Positioning in Pharma10. Transactional to Transformational Marketing in Pharma: The Art of Why and the Science of How!11. A to Z of Pharmaceutical Marketing: World's First and Only Encylopedia, set of 2 Volumes12. The Synergy of Minds: Human+AI Orchestrating the Pharma Marketing Revolution13. Design Thinking for Pharma: Forget Features, Focus on Feelings

Produktdetails

• Verlag: BSP Books Pvt. LTD.
• Seitenzahl: 668
• Erscheinungstermin: 20. Oktober 2018
• Englisch
• Abmessung: 240mm x 161mm x 40mm
• Gewicht: 1156g
• ISBN-13: 9789388305259
• ISBN-10: 9388305256
• Artikelnr.: 54625772