Raja B Smarta
The pharmaceutical industry today is faced with significant challenges owing to the volatile and competitive business environment. For both survival and growth, it is imperative for pharmaceutical organizations to rethink their way of doing business, especially their marketing. The book 'Strategic Pharmaceutical Marketing' thus, focuses on the practice of marketing prescription medications. It highlights the political, economical, social, technological and regulatory perspectives of pharmaceutical marketing, examines consumers, prescribers and explores positive marketing, pricing and distribution strategies. It provides a detailed explanation of pharmaceutical marketing as well as provides real-world case studies to demonstrate certain aspects. The book is scripted from an industry and academic perspective. It allows pharmaceutical marketers to have a detailed understanding of the functions of pharmaceutical marketing thus, helping them plan their marketing strategies in a more accurate and precise way.Individuals entering the field of marketing pharmaceutical products - sales personnel, assistant product managers, marketing staff as well as policy makers will achieve an in-depth understanding of the pharmaceutical industry. The marketing models described in the book along with promotion, distribution, and pricing scenarios, competitive analysis and market research will benefit the pharmaceutical marketer as a wholeThe book would provoke you to think of the surface and latent problems in new ways, find out different and more imaginative solutions and reflect on different options for tomorrow to scope with the chang ing situations. The book also deals with pharmaceutical marketing financial analysis to help measure the success of the marketing decisions and return on investment. This book, written in a reader-friendly style will help the marketers and CEOs of the pharmaceutical industry to bring about synergy in their strategies and operations, by thinking about the options, and looking at innovation as an important ingredient for progress. It will also help to generate cost-effective and new marketing approaches. Professionals in healthcare as also marketing executives in other industries will also find the book useful. 3
