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Pharmaceutical Marketing (For UG/PG/GPAT Students)

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Pharmaceutical Marketing (For UG/PG/GPAT Students)

R. N. PAL

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This book is based on the syllabus provided by PCI and various Universities. It is written in clear lucid manner to cover theoretical and practical aspects of marketing. It will help the graduate and post graduate students of Marketing Management. Research workers and teachers of management may also get helps from this book. I believe  various types of case studies would make this book easy to understand. Updated knowledge on Pharma marketing help the beginners to perform their jobs in well and efficient manner those who will choose the marketing profession.

Scope of Pharmaceutical Marketing

Unit I

Chapter 1: Marketing: Definition, general concepts and scope of marketing;

Distinction between marketing and selling; Marketing environment; Industry and

competitive analysis; analyzing consumer buying behavior; Industrial buying behavior.

Chapter 2: Pharmaceutical marketing: Quantitative and qualitative aspects; size

and composition of the market; Demographic descriptions and socio-psychological

characteristics of the consumer; market segmentation & targeting consumer profile;

Motivation and prescribing habits of the physician; patients’ choice of physician and retail

pharmacist. Analyzing the market: Role of market research.

Unit ll

Chapter 3: Product decision: Meaning, Classification, product line and product mix

decisions, product life cycle, product portfolio analysis; product positioning; New product

decisions: Product branding, packaging and labeling decisions, Product management in

pharmaceutical industry.

Unit Ill

Chapter 4: Promotion decision: Meaning and methods, determination of promotional

mix, promotional budget; An overview of personal selling, advertising , mail, joumals,

sampling, retailing, medical exhibition, public relations, online promotional techniques for

OTC Products.

Unit IV

Chapter 5: Pharmaceutical marketing channels: Designing channel, channel

members, selecting the appropriate channel, conflict in channels, physical distribution

management: Strategic importance, tasks in physical distribution management.

Chapter 6: Professional sales representatives (PSR): Duties of PSR, purpose

of detailing, selection and training, supervising, norms for customer calls, motivating,

evaluating, compensation and future prospects of the PSR.

UnitV

Chapter 7: Pricing: Meaning, importance.objectives, deteminants of price, pricing

methods and strategies, issues in price management in pharmaceutical indust1'y.An

overview of DPCO (Drug Price Control Order) and NPPA (National Pharmaceutical

Pricing Authority).

Chapter 8: Emerging concepts in marketing: Vertical & Horizontal Marketing;

Rural Marketing; Consumerism; Industrial Marketing; Global marketing.

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