Transactional to Transformational Marketing in Pharma
Subba Rao Chaganti
Gebundenes Buch

Transactional to Transformational Marketing in Pharma

The Science of Why and The Art of How

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Despite its great contribution to improving the health and well-being of people and saving countless lives worldwide for over a century, the modern pharmaceutical industry has continued to fall from grace in public perception for the last ten to fifteen years. While there are many reasons, such as ever-escalating prices denying access to many patients, unethical business practices to gain market share, and relentless focus on the bottom line explain for low productivity, they cannot be responsible for Pharma's loss of reputation. Instead, most pharmaceutical companies' transactional marketing ...